Client: Ons' Lieve Heer Op Solder
Project: Voices of Tolerance: Sleur
Deliverables: Logo, Brand Identity, Card Deck, Posters, Logo Animation, Social Creatives, Interviews
Museum Ons’ Lieve Heer op Solder runs 'Voices of Tolerance,' a program for teens (14-18 years old). Voices of Tolerance encourages open student discussions on culture, religion, sexual orientation, and diversity. Through museum visits and workshops, students explore these topics, emphasizing talent development and collaboration on museum activities.
This initiative empowered students to express themselves, leading to a social media campaign on teen loneliness, co-authored with creative agency Gowtu.
During the covid 19 pandemic, loneliness creeped up on everyone. Especially overlooked teens dealing with no school, sports clubs, parties, and heavy visitation restrictions. The students came up with the campaign name 'Sleur'. A Dutch word with dual meanings - "to drag" and also referring to a "rut," symbolised a challenging period. The kids turned this somewhat negative term into a positive one, emphasizing "Sleur elkaar er doorheen" meaning pulling each other through rough times.
I led the kids in shaping and designing the campaign, a diverse mix of thought-provoking questions, relatable memes, video interviews, and even a song shared on IG and TikTok. As a bonus, we created a Sleur card deck and poster campaign to be displayed at schools.
The kids provided instructions for a logo symbolising "pulling each other through." The fist in the logo grasps a rope connected to the letter "R," resulting in the stretching of the "R." The box surrounding the logo is intentionally skewed to convey the speed at which the logo is pulled forward. Nevertheless, alternate versions of the logo exist without a box. The version lacking a box exudes a slightly more sophisticated vibe, whereas the logo with the box is more bold and assertive, making a stronger visual statement.
The Brand Identity
The Sleur identity is made up from vibrant colours, bold typography, and tangible textures. The speech bubble is a key element, symbolising the campaign's core message of communication. Whether it's connecting with a friend, seeking help, or offering words of affirmation, the design emphasizes the importance of open communication.
I developed a physical card deck featuring thought-provoking questions such as: "Do you feel like you're being taken seriously by your surroundings?" The students generated these questions themselves, and copies were available for purchase at the museum store. The same questions were used in social media engagement posts and posters displayed in schools.