New Culturals
Client: Museumkaart (via YoungDogs)
Objective: Develop a concept that increases interest in museums amongst young adults until 25 years old, who have some affinity with arts, culture, design, fashion and everything in between.
Insight: Young adults are becoming increasingly engaged in culture but are not yet seeking it in museums. To seek, however, you must also be able to find. And that’s the problem: there is currently no central online platform for young adults in The Netherlands that presents museums and cultural experiences in an easy- to-use and attractive way. Also, for many young adults, the word ‘museum’ has the connotation of being elitist, old or even boring.
Concept: Reframing the concept of museums and rewriting the narrative will pique the younger audiences’ interest and make it easier and more appealing for them to explore cultural opportunities and experiences. That’s why Museumkaart presents: New Culturals. This sub-brand targets a younger audience and addresses them through its own platform and social media with bold branding, a modern tone- of-voice and tailored content.
This concept was a part of a YoungDogs pitch competition. I was responsible for the entire concept, strategy, copy, design and presentation deck.
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