A vibrant and flexible visual identity with a fresh branding strategy to bring the energy of modern and classical composed music to the masses. From websites and newsletters to banners and magazines, this world renowned concert has a clear voice.
De Doelen congres and concerts
With many different concerts (both modern and classical), workshops & activities, festivals, club nights, a complete congress location and seven different ensembles practicing permanently, you could say de Doelen has a lot going on. And a lot to communicate. We helped de Doelen to bring structure in the way they reach their audiences. Lowering the level of acces to classical music while maintaining the expert status they have built over the last 50 years.
The most important aspect of creating the identity was to acknowledge the fact that there are multiple target audiences that differ heavily on how they should be addressed. On the one hand there’s the die-hard classical music listener that is interested in the performing conductor. On the other hand there’s this young adult who’s about to visit his first classical concert. This requires separate strategies and separate design approaches.
For some in depth info about musicians, composers and concerts as well as info about upcoming events and special discounts we create a Doelen magazine. Delivered to the audiences doorstep three times a year.
The seasons brochure gives an overview of all upcoming concerts. With detailed information on entry level and hard-core facts and background stories for the experienced listeners this guide provides structure for the upcoming musical year at de Doelen.
From Moroccan and Chinese festivals to Singer-songwriter competitions and Jazz-club nights. De Doelen has established a very broad range of special programming by collaborating with local communities and organizations. This calls for distinct key visuals that compliment the corporate identity.
Congresses and symposia are held throughout the year
In line with the corporate identity we designed a visual identity and marketing material for Doelen ICC (the conference part of de Doelen). The building itself, surroundings, convenience and hospitality are the main ingredients.
For their 50th birthday a special website was released (which of course we designed and built) where visitors, employees and artists are encouraged to share their personal memories of de Doelen.