Turning 80 years of freedom into a month of conversation
A campaign identity for a month of reflection and conversation
On May 5, 2025, the Netherlands celebrated eighty years of freedom. For the KNAW (Royal Netherlands Academy of Arts and Sciences), this was a moment to reflect on what freedom means today: in the Netherlands, internationally, and specifically for science. From May 5 to June 5, they organized the Month of Freedom: a program of lectures, debates and encounters at the Trippenhuis.
The KNAW asked us to develop a campaign identity that matched both the urgency of the theme and the stature of the organization. No heavy commemorative imagery, but a style that makes freedom tangible: dynamic, open, in motion.
- Branding
- Campaign identity
- Motion graphics
At the heart of the visual language is a feather, derived from the peace dove – the quintessential symbol of freedom. The feather floats through the campaign materials: sometimes subtle in the background, sometimes front and center. Light enough to evoke freedom, yet with enough presence to carry the weight of the conversation. Combined with a color palette of blue and orange, it creates a contemporary, recognizable style that works on social media as well as in the monumental Trippenhuis.
Beyond the visual identity and campaign logo, we delivered a complete toolkit: social templates, flyers, posters, newsletter headers, stickers, PowerPoint templates and a program booklet. Everything the KNAW needed to communicate consistently and recognizably throughout the month.
