DEMO — a visual feast: the very first Design in Motion festival

Motion Visual identity

A festival celebrating the finest motion from the finest studios, designers, upcoming talents and art academies from all around the world. Showcasing work for 24 hours on all 80 digital screens located in Amsterdam Central train station.

An exciting new concept devised by Studio Dumbar/DEPT® in partnership with Exterion Media NL, the inaugural DEMO festival took place on 7 November 2019 at Amsterdam Central station. The first festival of its kind, DEMO showcased the finest motion work by studios, designers, emerging talent and academies from around the world, for 24 hours on 80 digital screens throughout the station.


Our concept focused on a desire to celebrate exceptional motion design in a public space. With up to 250,000 people moving through the station every day, Exterion Media’s outdoor ad screens provided the perfect canvasses. We sought to reflect the innovative spirit and creative potential of motion design across all touchpoints – from the identity and website, to promotional trailers and the main event.


The identity is built around a variable typeface, the shape of which changes according to a self–developed script. Any word entered into the script has its own animated character. While it remains legible at all times, the DEMO logo can be distorted at will by anyone visiting the website: simply by moving the cursor. Combined with a strong colour palette – orange and dark blue – the identity has genuine graphic impact.


The festival was a huge success, inspiring new work by the world’s finest motion designers. Complemented by a program of talks and events, the energy and variety of the work on show reflected the vast potential of motion design, and the array of talent working in this field. Feedback from the public was also positive. People who usually rush through the station stopped and stared at the screens, mesmerised.

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