Hugo the Great Year

Corporate identity anniversary year

Loevestein wanted to give the anniversary year its own identity that had to fit the museum's corporate identity. It had to be a theme year that would put Loevestein on the map as the museum to visit.

The challenge was the theme of the exhibition: the ideas of Hugo de Groot as a freethinker. What many people do not know is that Hugo de Groot was the founder of legislation on freedom and the ownership of land and space. He asked questions such as, "To whom does Mars belong?" and "Does a just war exist?". Our challenge is to visually represent this non-tangible thought.

online and offline marketing campaign

To give Hugo de Groot the notoriety he deserves, we used a silhouette of his portrait and visually represented his concoctions above it. This became the basis of all communication about the anniversary.

From this basis, we created an extensive online and offline marketing campaign. From a house-high visual on the Zaltbommel town hall along the highway to a special website full of activities in the Hugo de Groot year and social media. The marketing campaign and creative corporate identity generated a lot of national (media) attention and many extra visits to Slot Loevestein!