Cultuur Concreet
Online knowledgebase with bold new identity
Project summary
Objective
Design the new website for CultuurConcreet. Establishing them as the experts on enabling acessible arts and culture in the neighbourhoods of Rotterdam, and making it easier for their users to gain knowledge of starting an initiative.
Industry
Main stakeholders
Deliverables
Cultuur Concreet brings Rotterdam residents into contact with culture close to home by enabling accessible cultural activities in the neighbourhoods. They promote cultural participation, even among Rotterdam residents for whom culture is not self-evident.
Cultuur Concreet approached GuiltyPeople (now Valantic), with two requests. 1; to help them consolidate three brands into one and to establish a new brand strategy and positioning. 2; to process the new strategy in a new visual identity and website. During the project, I collaborated with a product owner and researcher, and was responsible for the UX/UI of the new website.
Cultuur Concreet’s new strategy would position them as the expert and authority on accessible creativity and culture in the neighbourhoods of Rotterdam. The old identity was a visual explosion, with many bright colours, shapes, and patterns. To reflect their new direction towards being an authority, I experimented with visual elements that were reminiscent of their old style, but utilised in a striking new way.
In addition to the black colour scheme, the most notable addition was the introduction of new typography. I introduced Rosart as the display typeface, a serif font that reinforces Cultuur Concreet’s newfound positioning as cultural experts. One employee remarked that it ‘evokes the feel of a newspaper’, a comparison I thought was favourable.
Complementing Rosart is Good Sans, a sans-serif font that creates a balanced contrast between the two typefaces.
In addition to the black colour scheme, the most notable addition was the introduction of new typography. I introduced Rosart as the display typeface, a serif font that reinforces Cultuur Concreet’s newfound positioning as cultural experts. One employee remarked that it ‘evokes the feel of a newspaper’, a comparison I thought was favourable.
Complementing Rosart is Good Sans, a sans-serif font that creates a balanced contrast between the two typefaces.
One of my favourite parts of the project is the neighbourhood pages. For every neighbourhood I designed a separate page, which has been made personal and informative, with a map, the local Cultuurregisseur, a calendar, facts & figures, and a gallery of images from that area.
