The Van Gogh Museum wanted to shift from a one-time tourist attraction to a place young locals keep coming back to. The challenge was to create a distinct visual identity for its youth programme that could unite a wide range of events and initiatives. I developed a flexible visual system built around Van Gogh’s own ‘V’ as a recognisable strategic anchor. The result is a dynamic identity that keeps each event fresh and relevant, while strengthening recognition and connecting the museum with a younger, local audience. I’m excited to see the campaign finally come to life.
