Foam Unveils Motion-Driven Brand Refresh, Putting Photography in Focus

Foam, Amsterdam’s photography museum, has launched its revitalised brand identity and visual system, developed in partnership with creative agency Wieden+Kennedy Amsterdam. The refresh includes a new visual foundation for the museum, distinct branding for the Foam Talent program, and the launch of the global campaign for the Foam Talent 2026 Open Call.

An identity built on tension and roots

Foam, a pioneer known for challenging the role of photography, called on Wieden+Kennedy Amsterdam to create a unified strategy across its museum, magazine, and digital spaces.

The core idea for the refresh was rooted in a foundational insight: The wordmark "Foam" is a composite of Fo (Fotografiemuseum) and am (Amsterdam). The resulting visual system symbolically splits and reconnects the wordmark, reflecting Foam’s dual identity: rooted in Amsterdam yet dedicated to a global, boundary-pushing photographic mandate.

To embody Foam’s philosophy – present photography that challenges, inspires, excites and connects, the agency created an identity of subtle friction. This new system challenges the viewer with unconventional approaches where clear hierarchy coexists with tension and disruption. Making for a more editorial, typographic look creating a deeper connection of Foam, the museum and platform with the iconic magazine.

"Foam is an Amsterdam cultural highlight for everyone in the design team—so to be able to collaborate with them was an absolute dream. To be able to connect with the city we live and work in through this project made it even more special." commented W+K Amsterdam’s design director, Alex Thursby-Pelham

Motion is the message

The refresh is anchored in the wordmark's distinctive cut in the ‘a’, which is used as an alignment tool across all layouts, introducing moments of pause and clarity.

Crucially, motion was established as a core brand language for the first time. The agency defined principles of Resisting Flow and Angular Tension to give Foam a distinct digital voice that avoids smooth, conventional animations and embraces a deliberate, photographic friction. This system debuted with new visuals for the Blommers & Schumm, Mid-Air exhibition.

Foam talent 2026 open call campaign

The first major expression of the new design principles is the global campaign for the Foam Talent 2026 Open Call. Developed by Wieden+Kennedy’s Design Studio and its creative accelerator program, the Kennedys, the campaign directly engages the new wave of image-makers.

The brand design draws inspiration from the global network of contributors, each pin on the map represents a unique voice, and the connections the programme fosters built into a legacy: A constellation of talent.

Driven by the core belief that the world changes when you show it as you see it, the campaign’s powerful call to action is captured in the central tagline, “Let the world see what you see.” To ensure maximum resonance, the assets feature compelling photography from the Foam Talent archive and were completed with a bespoke sound design to elevate the motion and emotion.

Head of marketing and communications and MT at Foam, Irene Bakker, said, ‘This brand refresh reflects Foam’s ongoing evolution, uniting our museum, magazine, and digital platforms under one cohesive identity that embodies how we engage with photography today. Created with Wieden+Kennedy, the new visual identity channels Foam’s pioneering spirit into a dynamic language that connects our core brand and sub-brands like Foam Talent, fostering a shared space for creativity. With motion now central to our design, the identity merges photography and design in expressive, contemporary ways — reaffirming our belief in photography’s power to challenge, inspire, and connect.’

The refreshed brand identity and Foam Talent campaign is now rolling out immediately across the museum’s physical premises, website, social channels, magazine, and out-of-home across Amsterdam.

To find out more about the Foam Talent Call visit foam.org/talent/foam-talent-call-2026