More happens beneath the water’s surface than you might think. The fish ladder is a great example of that. It is a smart construction that helps fish overcome differences in water levels so they can continue their natural migration routes. Essential for biodiversity, yet largely invisible to most passersby. As a long-standing supplier of communication materials for the Municipality of Rotterdam, Dex was asked to make this story visible.
Making the invisible visible
The challenge was clear: explain how the fish ladder works in a clear and accessible way, both visually and in words. The information needed to be placed at children’s eye level, and the structure itself had to be vandalism-proof. Durable, robust and suitable for the public space.
Together with our regular partner, we explored the possibilities. We visited the location, carefully measured the site and documented the surroundings. An important requirement was that the new information stand would match the style of a previously installed one.
We developed a robust, vandalism-resistant information stand with a tilted panel, featuring clear illustrations and accessible text. No technical jargon, but a visual story that invites people to pause for a moment and take in the information.
From technology to experience
By translating the complex operation of the fish ladder into clear visuals and understandable language, the technical structure becomes part of the city’s experience. What normally remains hidden under water now has a visible presence above ground.
The result is a durable communication element that engages both young and old in the story of water, nature and infrastructure. A visible and understandable feature in the public space — matching the quality expected from the Municipality of Rotterdam. And a nice extra: since then, we have realized several more information stands for the municipality throughout the city.
We are Dex. Creators of communication.
