Floriade is a world exposition taking place every 10 years. Its goal is to celebrate innovations in the horticultural sector. For its 2022 iteration, the Floriade takes place on an unprecedented scale: under the theme Green City, the Dutch city of Almere will be transformed into a new sustainable town. For the Floriade initiative, KesselsKramer developed a motion graphics animated film, as well as branding and advertising.
To support Floriade Almere 2022, KesselsKramer developed a comprehensive brand book. In keeping with the Floriade, the book isn’t printed but takes the form of a more sustainable USB stick. On opening, the book separates into a pile of smaller interactive books, each highlighting another aspect of the brand. It contains inspiration and examples of design, tone and style of communication. Visually-driven, packed with photography and illustrations, it shares all aspects of communication with the user — including a logo that transforms over time, becoming greener and greener. In total, this book is a vital cornerstone in the story of the Floriade world expo.