AMS-IX
Product Launch Communication
2022 @Den Haag, The Netherlands
@Studio Piraat
Art Direction: Michael Fischer
Design: Sarah Frühwirt
AMS-IX is a non-profit internet exchange based in Amsterdam. For the launch of its new IX-as-a-Service (IXaaS) offering, the company needed to explain a technical B2B service clearly and compactly, while giving potential customers enough information to understand its value and options.
How do you turn a complex technical service into something people can quickly understand, navigate and explore?
Turning a technical service into a guided physical story
APPROACH
Working under the art direction of Michael Fischer, I developed the proposed unfolding concept into a clear and functional brochure system. My role focused on organising the service information across the panels, creating visual hierarchy and continuity, and making sure each stage worked both individually and as part of the fully unfolded composition.
The unfolding structure allowed the content to be revealed gradually, moving from the core proposition to key features, benefits and branding options. This broke down an information-heavy B2B service into smaller, more manageable steps.
The physical format also had to suit the context in which the brochure would be used, compact enough for transport and distribution at fairs, while still creating enough visual impact to invite people to pick it up and explore it.
Using structure and interaction to control the reading flow
PROCESS
A key part of my design process was translating the unfolding concept into a workable information structure. Each panel needed to reveal the right amount of information at the right moment, while the fully opened brochure had to work as one coherent composition.
The circular cut-outs became a recurring visual and tactile device. Their placement required precise alignment across multiple folds, while also adding depth and connecting the different layers of the brochure. Together with the unfolding structure, they helped guide the reader through the piece and turn the format itself into part of the communication.
A compact sales tool with different levels of depth
IMPACT
The final brochure turned a dense technical proposition into a compact piece that could communicate at different levels of depth. It worked both as a guided introduction to the service and as a more detailed overview once fully unfolded.
The project received Bronze in the Image Brochures category at the 13th International Creative Media Award in 2022.
