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More and more often creativity is dismissed as tinkering, or as something for the geeks of society. Elisabeth van der Spek, former Strategy Director at REGGS, embraces just that craziness and shows that creativity is a force that we desperately need - a force with which, above all, you can have a lot of fun. But to see creativity as the starting point of change and the only path to identity takes a good dose of guts.
Orewoed is the place where you experience what a daily dose of creative inspiration does to you. You can find daily fresh art, participate in workshops or create your own visual biography. And all that in the main shopping street of Apeldoorn.
REGGS has developed an identity and website for Orewoed in which a
used the credo less is more to provide a platform for creativity.
THE PROCESS
We believe that a creative process makes your brain resilient, exactly what we used to develop Orewoed's identity. The question we've continually asked ourselves is, "How can we develop an identity that doesn't overshadow the creativity of what happens at Orewoed and still makes a mark?"
Based on the idea that creativity, above all, brings you fun, we literally started playing with elements we found online, in magazines and museums.
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The solution
We found the solution by moving away from a traditional identity with fixed graphic elements. By building a grid from a number of fixed building blocks, the possibilities are endless. As a result, Orewoed's grid (is) the identity, along with all the space it
The solution
offers for different icons, illustrations, patterns and animations. The combination with the strong color blue allows Orewoed to create endless different logos without losing its recognizability.
After developing the identity, a website focusing on Orewoed's Day Fresh Art was developed: The Harvest. The website has become a platform for artists, young and old.
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The result
The result is an identity that gives the user a great deal of freedom, yet also provides a foothold. Through a strong color and the endless combinations of shapes, the identity is widely applicable, yet recognizable.
The result
Based on the grid, a completely unique font was developed which was presented at 36 Days of Type.
