Challenge

Dutch National Opera & Ballet (NO&B) is one of the Netherlands’ leading cultural institutions – but as a brand, it lacked unity and accessibility.
Three distinct entities operated under one name, each with its own identity. The result: fragmentation, confusion, and limited reach.

The ambition was clear: build one strong, future-proof brand. A monolithic identity that unites opera and ballet under a single promise – accessible, inclusive, and emotionally powerful, without losing artistic depth.

Idea

We defined the brand promise
“Part of something greater than yourself.”

It captures the emotion both opera and ballet evoke – being lifted, moved, and connected to something beyond the individual experience.
Co-created with NO&B’s three directors, this promise became the foundation of the new brand, shaping how it presents itself internally, publicly, and digitally.

The identity translates movement and rhythm into design: an upward wordmark for elevation, “choreography through typography” lets text flow like a performance, and dynamic templates for creative freedom. Motion design and a digital-first brand portal bring the brand’s energy to life.

Result

NO&B transformed from a fragmented house of brands into one powerful cultural identity. Opera and ballet now speak with one voice – clear, confident, and inclusive.

The impact is tangible: higher awareness, stronger engagement, younger audiences and improved digital performance.

With a unified internal culture and a stronger reputation as an innovative leader, NO&B now lifts audiences, artists, and the organisation itself – to something greater.