Adding a footnote to art*

*2019, identity, campaign

The Stedelijk Museum Schiedam (the museum of the city of Schiedam) is probably the friendliest museum of the Netherlands, with an astonishing collection of CoBrA and contemporary art. It’s a museum where visitors can decide how much their lunch costs and where locals have the chance to create their own expositions.

The museum, however, had a problem to deal with: not that many people knew where the city of Schiedam was located (next to Rotterdam) or that it had a museum.

To give the museum a new chance to present itself to a wider audience and show what makes them so friendly, KesselsKramer developed a new identity for the museum: a new identity that uses an asterisk* to provide some extra information or a fun fact about the art on display. Like why Karel Appel’s work is in a museum and your five-year-old cousin’s drawings are not (yet).

* Cool to know: With their new identity, the museum won the Dutch Museumprize of 2019!

Assets made: OOHs, interior signage, stationery

Made with whom?
Client: Stedelijk Museum Schiedam
Art direction: Merel Witteman
Creative direction: Erik Kessels
Made @ KesselsKramer