LaSalle - Groot Willemsplein

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Client

LaSalle

Year

Stategy

Concept Development Visual Storytelling Information Design Creative Direction

How can limited source material become the foundation for a distinctive visual story?

With only two low-resolution photographs available, traditional property imagery wasn’t an option. Instead of treating that as a limitation, I used it as the starting point for a more illustrative approach to the Groot Willemsplein story.

Overview

Concept

With only two low-resolution photographs available, traditional property imagery wasn’t an option. Instead of treating that as a limitation, I used it as the starting point for a more illustrative approach to the Groot Willemsplein story.

Challenge

Concept

I translated the building into a series of illustrations, creating a visual language that could communicate the project without relying on photography. The architecture became the recurring element, giving the pitch a distinctive character of its own.

Concept

System

I built the deck as one continuous visual narrative rather than a collection of separate slides. Recurring illustrations, typography and graphic elements connect the story, while changes in scale and composition create rhythm throughout the presentation.

System

Outcome

A visual system that shows sustainability can feel active rather than predictable, and one concept that stretches across six expressions without losing itself.