The Creative Industries Fund NL is a governmental organization that stimulates the creative industry in and outside of the Netherlands.
When initiating the concept, we decided that a fund that stimulates design shouldn’t express any subculture; it should embrace all phenomena and design styles without interfering or taking a position. Neutrality is often translated as shapeless, colourless or static. We created a new rendition: neutrality through flexibility, movement and animation.
After designing the starting capitals S and C, we realized that the basic elements were not letters but thick black lines. The line became the first point of creation.
We applied the logo as a connector, like a paperclip. Sometimes the logo literally embraces certain elements; at other times it implies energy and electricity.
The websites listens to the same look and feel as the basic elements of the identity: neutral, friendly flexible. The screen is divided into four columns, which grow or shrink, depending on the user’s interactivity. Visitors can zoom in on certain projects, or dig deeper to apply for funding.
The identity’s connectivity theme is continued through highlighting the connections between columns. Clicking on a topic or project makes the homepage disappear into the background, leaving all space for the selected article.
We designed many things for the fund – too many to show here – from programme leaflets to application forms. One standout contribution is a short animation film (01:00), which was born from our enthusiasm to create a movie and introduces that year’s young talents.