Jetway’s minimalistic identity for Waterloo House bridges the old and new in central Amsterdam

Repositioning a central Amsterdam building required more than conventional real estate branding. When Peak Development and LaSalle Investment Management approached Amsterdam-based creative studio Jetway, the brief demanded something with depth and permanence – a brand that felt like it had always belonged in the city’s fabric. “From the outset, the client was aligned with us on not doing ‘just another real estate brand,’” explains Frank Jansen, Owner & Creative Director at Jetway. “We framed the project around the idea of bridging worlds: old and new, classic and modern, physical and digital, international and unmistakably Amsterdam.” The name Waterloo House emerged organically during early positioning sessions, proposed by the client themselves. Located near the iconic Jodenbreestraat and Waterloo metro station, the name anchored the project in familiar Amsterdam geography. “It gives the project a sense of immediate authenticity and legacy, without trying too hard,” Jansen notes.