Van Loof: the makers behind the name Floor

A name is never just a name. It's a promise, a direction, a feeling. When the building on Landdrostlaan was ready for a new chapter, the question wasn't just what it should look like — but what it should be called. And how it should present itself to the world.

That was the brief Van Loof took on. A young advisory and campaign agency from Almere, founded in 2014 by Valerie Bos, with a mission to make sustainable future ambitions tangible. No yes-men, but doers. "The time for just thinking and talking is over, we need to start doing."

From Landdrost to Floor

Van Loof proposed a fresh repositioning. The Landdrost — a name that sounded like a government building — was renamed Floor. A name that invites, that stands on the ground, that makes space. A modern workspace and meeting place that reflects the owner's vision: dynamic, service-oriented and future-proof.

The team — Valerie Bos (founder), Kimberly and Amber — handled everything: from strategy to execution, from logo to opening party. Their services ranged from communication and marketing to community management and concept development.

A complete brand identity

What Van Loof delivered wasn't just a logo. It was a complete brand identity:

• Name & logo — clean, modern, with a warm and accessible feel
• Colour palette — warm orange, dark navy, warm off-white
• Tone of voice — flexible, ambitious, service-oriented
• Image & text bank — so Floor always has the right content ready
• Website — user-friendly, visually appealing, optimised for desktop and mobile
• Signing & wayfinding — visible on every corner of the building
• Social media — channels set up to grow online visibility
• Hospitality concept — more than coffee: a meeting place where tenants and guests connect

"The sky's the limit, one floor at a time!"

The opening party

On July 5, 2023, the time had come. Floor's opening party — with logistics, communication and programme arranged down to the last detail by Van Loof. From the invitations to the atmosphere: the event reflected Floor's ambitions and set the tone for everything that followed.

What Floor sees in Van Loof

Floor is a building with a soul. That soul didn't start with the bricks, but with the people who decided it could be more. Van Loof gave that feeling a name, a face and a voice. Without them, Floor wouldn't be Floor.

And that's exactly what the building stands for: people who make things happen. From the name to the visual identity to how you feel when you walk in — Van Loof's thinking is everywhere.

Van Loof — Read their own case study on vanloof.nl