Exploring a neighborhood online

Jewish Cultural Quarter

The former Jewish District can be found in the heart of Amsterdam.

Three museums bear witness to the cultural and religious life in the District through the centuries: the Jewish Historical Museum, the Portuguese Synagogue and the National Holocaust Memorial.

Together, they comprise the heart of the Jewish Cultural Quarter.

The first assignment: develop an iconic brand without the use of common Jewish symbolism, such as the Star of David or the menorah. Also, the logo must not compete with the existing logos of the museums.

The new logo is derived from the square patterns found in the architecture of the Great Synagogue (1671). The blue and purple color that we found in a rabbi's garment, was used as main colour. The vertical lines pay homage to the lists of names in the National Holocaust Memorial. We kept the typography used in the logo consistent to the typography we used in the house style.

For the entire corporate identity we used the theme colours purple, blue and gold.

Bringing the collection online

The story of the Jewish Cultural Quarter also had to be told online. Preferably in the same way as you explore a real neighborhood: by wandering from location to location and discovering the streets.

Almost the entire collection was unlocked online, more than 147,000 items.

Our assignment was to create a clear website that is easy to navigate. The design of the site is based on a book where the pages are bound in the back. Going to another page feels like turning a page. We collected the most beautiful stories in longreads.

Salomon works


Artist Charlotte Salomon captured the story of her family during World War II in 800 paintings, texts and scenarios. After her deportation and death the artworks were preserved, and her family donated the collection to the Jewish Historical Museum.

In 2017, the gouaches were exhibited together for the first time.

Total Design was given the assignment to display the works online.

You can browse through the works just like in a book. In addition, the website exudes calm: the content must speak for itself.

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