Fonds Kwadraat
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The oldest art fund in the Netherlands becomes a financial innovator

Fonds Kwadraat (The Multiplier Fund) gives interest-free loans to artists, photographers and designers. In a general overhaul, Multitude helped create a new name and designed a visual identity that highlights the role of the fund as a financial multiplier. Thanks to the new visual identity and website, Fonds Kwadraat has become user-friendly and accessible for both creatives and donors.

The financial multiplier in the cultural field.

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The past few years have seen budget cuts in public spending on the arts, even though many people and organisations still depend on grants for their projects. Fonds Kwadraat (The Multiplier Fund) aims to make creatives more independent, by offering artists, designers and photographers interest-free loans to kick-start their projects. The loan is paid back in full within three years, which means the money can be allocated to new projects again and again.

In order to make the fund more attractive to its target group, Multitude was asked for a full rebranding. Together with creative agency Novel, we thought of the new name Fonds Kwadraat. To emphasize the role of the fund as a financial multiplier, we created a distinct visual design format: a continuously expanding grid that serves as a basis for all visual communication.

Clear categories and a more intuitive application form make it easier for artists, designers and photographers to apply for a loan. Thanks to the new visual identity, Fonds Kwadraat has become accessible, user friendly and appealing for creatives and donors.

For the rebranding of Fonds Kwadraat (The Multiplier Fund), we had several conversations with Multitude about our ideas for the identity and appearance. They presented multiple concepts and - ahead of schedule - we came to a style that fits the fund very well. The whole process was very enjoyable and went smoothly, and we’re still very happy with the new style.

Francine Mendelaar managing director Fonds Kwadraat