Nederlandse Dansdagen
Setting Dance in Motion
Challenge
Nederlandse Dansdagen is the leading promoter of Dutch dance. Its annual festival is a celebration of movement, expression, and imagination. Yet the organisation’s visual identity lacked that same energy. Too abstract, too distant and therefore no longer aligned with the mission to bring dance closer to people. Time for a leap forward. Toward a brand that not only represents dance, but creates it. An identity that moves, connects, and energises. With one condition: preserving the iconic design element by fellow designer Esther Noyons – the ‘ribbon’, symbolising choreography.
Idea
The new brand identity sets dance in motion. A subtle yet powerful tweak gave new meaning to the design element, transforming it into the centrepiece of a recognisable and dynamic design system. No longer a static symbol, but a dancer in balance, shaping striking compositions. Campaigns born from this system play with perspective and surrealism to create stopping power, turning the city of Maastricht into part of the performance. The identity became more than a style. It’s a visual translation of what dance does: connect, provoke, and move.
Result
The refreshed identity gave Nederlandse Dansdagen a distinctive face and renewed energy. The style flows effortlessly between festival and brand, online and offline, bringing the diversity of dance to life in every expression. The first campaign was right on target: thousands of visitors, raving reactions, and an online reach that exceeded expectations. More importantly, the identity proved its strength as a platform that connects people through the language of movement. The collaboration continues to evolve with new concepts, campaigns, and assets that keep the brand as vibrant as dance itself.
Quote
Zuiderlicht is a key partner. Not just for the fresh and clear rebranding, but also for their role in the festival campaign. They always think along within a broader context.
Awards
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Credits
- Photography: Hugo Thomassen
- Video: Pascal Ballien
Want to know more?
Carlijn van Selst
carlijn@tdzuiderlicht.com