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For my graduating project I created a marketing concept for De Helling, a small venue in the city of Utrecht. De Helling in the last few years was having trouble finding a younger audience and putting themself on the map of the people living in and around Utrecht.
Utrecht in the last few years has become one of the fastest growing city's in The Netherlands, with young residents becoming a bigger part of the demographic each year. Rotsoord, the neighborhood where De Helling is placed, is a perfect example of how that growth can impact a place in a very positive way. Just 10 years ago Rotsoord wasn't much more than an industrial area, but now it has become the most densely populated neighborhood outside the city ring with loads of startups, cafe's and restaurants founding their businesses there.
Where the problem arises is that De Helling, rather than being able to benefit from these developments, have seem to become more buried in their old-school and closed of appearance. The venue has seen a decrease in the attendance of the young demographic, and also seen less and less people attending that reside in Utrecht.
The concept ‘Ontdek Rotsoord’ (translates to ‘Explore Rotsoord') was to market the neighborhood as one entity in collaboration with the other businesses placed in Rotsoord with De Helling being on the forefront of the campaign.
In the design i tried mixing the old aesthetic with some more open and friendly colors, without making it seem to childish or playful.
The use of the isometric grid fitted the logo of De Helling quiet nice and also allowed me to show an overview of all the businesses in the design without making it feel cluttered.
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