Foam is a photography museum in Amsterdam. For their 10 year anniversary in 2011, they launched a year long research project about the future of photography. While I was working at communication agency vandejong, who has been working with Foam from the start, I designed the identity, web and printed matter. While we were talking about the possible futures of photography, the subject started to seem overwhelming and massive. The identity needed to reflect that, and point in a new, forceful direction. It needed a visual language that seemed to be in constant change, deconstructive, and with a focus. 
After a year with lectures, publications, debates, seminars, exhibitions and a dedicated issue of Foam Magazine, the visual language had grown into quite a powerful thing.