De Key is an Amsterdam based housing association. Founded by Amsterdams workers in 1868, who wanted to have their own home. Since their foundation they housed a diversity of people in our capital. For their new website, they wanted a way to show this diversity.

Without the people, a city is nothing more than a collection of bricks, it isn’t alive. So it would be only logical to capture portraits of some sort, depicting the people living in houses that are owned by De Key. On the other hand, the pure ‘product’ that De Key offers to it’s tenants are the bricks that make houses. Add this to the fact that the visual landscape is filled with images of smiling people, and the question became clear...

On an emotional level De Key offers more than a collection of bricks and glass, it offers a home and space to live. And how we organize and furnish our homes says a lot about ourselves, and is essentially a reflection of our personalities.