Outsiders | Branding Design

We are Amsterdam

The diversity of Amsterdam, as a city with 180 nationalities, goes far back into its past when many craftsmen from the south of the Netherlands sought refuge in the city during the Spanish Inquisition. Later, an influx of foreigners followed from Germany and the Scandinavian countries at the end of the 16th Century. In 2000, Martijn Frank Dirks moved from the South to the capital of the Netherlands with the goal of starting his own design agency amid the numerous famous Dutch, and international brands and companies with which the city is rich. His aim was to gain experience and to build long-term professional relationships.


His studio eventually became a success and I also found my personal happiness. As thanks for that, this book was created in the year of the 10th anniversary of studiomfd. It is a book with 40 stories of Amsterdam outsiders whom Martijn has met here over the past few years and some he got to know through this book. All of them, like him, went after their dreams and thus became insiders of the capital. This book is about the opportunities that Amsterdam offers them. We hope the stories will give you as an Amsterdammer a fresh look at the city where you live and work and inspire you as an outsider to visit Amsterdam, stay there for a while or even to go live and/or work there, so that soon, you will also contribute to this amazing city. Because we are Amsterdam.

Peep and read

Outsiders Amsterdam is both a picture and reading book. A book to read and look into from time to time. That is how the book was designed and made. Deliberately we choose for a clean black and white layout so the various stories and cultures of the outsiders make the difference. Photographer Kasimer Szekeres shot the forty outsiders beautifully from up close and at their favorite Amsterdam site. Since the length of the stories and the simultaneously looking into and reading the book we developed a magazine-like layout.