PROBLEM
The international performing arts festival Holland Festival is a big established name in the cultural world of The Netherlands. For 77 years, the festival selects the most groundbreaking performing arts of the world and brings it to Amsterdam. But how do you communicate all these groundbreaking performances for both the year-to-year visitors ánd the people that are not yet familiar with it?












SOLUTION
By making the performing artists a part of the identity and campaign. After years of only graphic communication, we show the artists that make Holland Festival groundbreaking and make them the starting point for the new identity and campaign.

CREATIVE
Each edition, the groundbreaking nature of Holland Festival is shown by portraying artists in unusual ways. In 2024 this was done by playing with perspectives. In 2025, when choreographer Trajal Harrell played a central role, artists were depicted in some sort of choreography with themselves.


These portraits became the essence of all communication and were used on all kinds of media – from posters to flags, from folders to buildings all around the city.