Making theatre extremely accessible 

2022, identity, campaign

De Warme Winkel (previously known as toneelgroep Amsterdam (lowercase t, capital A)) is one of the most renowned theatre companies of the Netherlands. But they were struggling with a profound problem: aside from the theatre scene and cultural elite of Amsterdam, nobody really knew who they were.

They needed a new identity that gave room to their bold opinions and ideas, but also to the nuance and thought they put in their work. An identity that showcases how they manage to be as extreme as they are accessible.

That identity became one of layers: we built a grid in which bold statements and fine print together form one text. Each poster communicating a new play consists of one screaming statement in a font that fits the specific play, and fine print that places the screaming statement in its appropriate cultural context.

This concept of double layers provided the foundation for De Warme Winkel’s webdesign, business cards, and all other communication.

Assets made: identity development, website design, OOH & print media campaign

Translation BIG LETTERS: toneelgroep Amsterdam keeps their hands to themselves Translation fine print: toneelgroep Amsterdam, preciously known as De Warme Winkel, holds funny and genuine theatre in high regards and does not mind getting their hands dirty when it comes to cultural criticism and thus feels right at home in taking their audience along to seemingly complex matters during Casting. 

Translation BIG LETTERS: toneelgroep Amsterdam takes therapy.
Translation fine print: toneelgroep Amsterdam, once known as De Warme Winkel, had felt that things aren’t going that well with her mental health and has decided that only family therapy can help her overcome the suffocating influence of her dominant patriarchical asshole of a father, Thomas. Mann Mann Mann.