The Background

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Everybody in Rotterdam knows ‘De Doelen’. It is the city’s main stage for music, as well as a congress hall.
The musical program holds a large variety - from classical
to modern music, from jazz to world music and even concerts for children.

Therefore, the challenge was to communicate very diverse content to a large number of varied target groups (each different in taste, age and cultural background) while still recognizable as the same sender - ‘De Doelen’.

Since the posters are the most visible media placed throughout the city, they became the most important item of the new communication style.

For inspiration we used, the very recognizable form of the building itself, and the sound elements that surround the main stage. Merging those forms, we created a bold, fixed frame, that says loud and clear ‘De Doelen’, but at the same time, leaves plenty of room for creative interpretation on the inside.