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