Het Klassiek
Taking care of event culture
As a big player behind the scenes, with a passion for the game and renowned influence on event culture, Het Klassiek pushes many festivals and events into reality. Taking care of event culture is a roll-up-your-sleeve kinda job, and Het Klassiek wanted to freshen up their style after many years in the field. We were asked to reposition Het Klassiek as the one-stop shop for event production, artist handling, finance, and freelancers.
For a company that recruits young freelancers in the event business on a daily basis, competition is fierce and demands are high. But after the rebranding Het Klassiek was able to take a giant step in serving their young community. By claiming a curating role within event culture, Het Klassiek went from a simple player to an allround producer. Het Klassiek branched out with redefined services, and expanded their reputation, backed by an original tone of voice.
The value we added
Strategy — Through our positioning research, we found that Het Klassiek was truly unique in the way it fostered a warm environment for its extensive pool of freelancers, where competition tended to be more technical-minded. This warmth became a crucial element in the design of the entire brand identity. Upon learning the cultural influence that Het Klassiek has on event culture, we then also took the bold step to elevate this into a tagline that frames the visual identity and brand copy: ‘taking care of event culture’.
The design — The warmth of Het Klassiek was expressed in design by adding a black to lilac or white to lilac background, that glows and warms up. The new visual identity reuses the hexagonal shape of the logo in more than one way. By deconstructing the shape, a visual language forms cool and modern compositions. To top it off, the tone of voice leans heavily on the street smart hustle of event business that Het Klassiek is known for.
Push, supply, and taking care of…
The reassuring words of a fixer.
Photography: Stef van Oosterhout en Nika van Kraaij
Webdevelopment: Liqid Design
We entered a rebranding project together that resulted in a new website and brand copy that captures perfectly who we are now. Fresh, modern, lots of purple, and Het Klassiek through and through!! On top of that they are extremely nice, creative people who I love working with.
- Bo Prenger
- Operations Manager of Het Klassiek
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