Graphic Design and Art Direction
Generator Cover image.jpg

Generator Hostels

A branding project for the launch of the Amsterdam Generator Hostel, the world’s first boutique hostel brand. The design language was inspired by the building’s history, being the former University of Amsterdam’s Health and Zoological Sciences.

Role: Concept, Art Direction, Design, Project Management

Generator Cover image.jpg


Generator has locations around the world. Below an example of Generator Berlin’s key cards. The brief for Amsterdam was to create a more unique visual language.

Mock-up keycards before.jpg


For the Amsterdam launch, I worked with Hera Kusyuniansari to adapt the brand guidelines to give a ‘uniqueness’ to the Amsterdam location. Inspired by the special heritage of the hostel’s location; design details included hand-drawn scientific illustrations, DNA references and even the building’s geo coordinates made a graphic appearance.

Mock-up keycards.jpg

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The former University of Amsterdam’s Health and Zoological Sciences.


Design collateral included everything from event posters, key cards, installation art pieces to ATM machines.