Hart Gaan
Helmond has a rich cultural landscape, but for many young adults it felt distant. Theatres, museums, libraries and art schools existed, but not as something you naturally stepped into. Joong, Helmond’s youth platform, asked us to create a festival that could change that. One moment where five major cultural institutions would open their doors and invite young people inside: Het Speelhuis, De Cacaofabriek, Bibliotheek, Helmond Peel, Het Kunstkwartier and Museum Helmond. The goal was to let it be experienced in one connected flow.
The insight
The concept
Hart gaan. A name that works on two levels.
Going all in.
And going to the cultural heart of the city.
We built the identity as one bold, modular system that could live across all five
venues without becoming anyone’s property.
Each institution was represented by its own visual slice.
Different colours. Different shapes.
But all part of the same moving whole.
Together they formed one energetic, living identity that travelled through the city
and across every programme, poster, and screen.
As one invitation.
The result
Hart Gaan gave Helmond a recognisable, energetic cultural moment that young
people wanted to step into.
The five institutions felt connected in how they showed up.
Visitors experienced the programme as one continuous journey through the city.
The identity travelled easily from venue to venue, tying everything together without
flattening the differences.
It turned a list of cultural partners into a single experience that felt alive, local and
worth being part of.
