Amsterdam's Zuidas district, known for its towering office buildings, has struggled with a perception that it's purely a business hub—sterile and lacking community. DNCO, tasked with transforming the former ABN AMRO headquarters into a mixed-use area, faced the challenge of making Zuidas feel more livable. Their approach began with extensive community engagement: street interviews, workshops, and surveys revealed a shared sentiment that Zuidas was too corporate and disconnected from the warmth found in other parts of Amsterdam. In response, DNCO created a new identity for the area centered around the concept of "a village for Zuidas." They coined the name "Zudo," blending Zuidas with the Dutch word for village, "dorp." The team aimed to capture the essence of a neighborhood while acknowledging its business roots. A bilingual narrative in Dutch and English was developed, emphasizing playful language to connect with the area's diverse population. To complement this identity, DNCO collaborated with the type foundry Bold Decisions to design a unique typeface that merges serif and sans-serif styles, evoking both modernity and charm. Illustrations by Luis Mendo focus on everyday scenes, like tulips and local cafés, steering away from glossy corporate imagery to highlight community life. This fresh approach has gained traction, resonating with residents and city officials, suggesting a promising shift in how Zuidas is perceived and experienced.