CJP Cultuurkaart

CJP is a Dutch organization that promotes culture to high-school students. Each student is granted a yearly budget to spent on cultural events such as expositions, movies, the theatre, etc. With a credit card (Cultuurkaart) the students can pay for tickets andentrance fees . They can also get a discount on clothes, music and books in selected stores. Cultuurkaart is a initiative of CJP and is funded by the government.

The client: CJP

The briefing: Introduce the CJP cultuurkaart 2011 to all the 900.000 students in a memorable way.

The result: A fresh identity which revolves around the idea that with the Cultuurkaart you can shop for culture as well as for clothes. Illustrations show metaphors for cultural experiences (seeing a play of going to a movie) next to 'regular' objects that you can get with a discount by showing your Cultuurkaart. Mixing these two worlds is an important aim of CJP and Cultuurkaart. The photography (where we see teenagers literally shopping for culture) is also based on this idea. Together with some new style elements, fonts and colors the Illustrations and photographyare used in various items ranging from envelopes to magazines to an online Designer Toy editing tool to encourage students to develop their creativity. When testing the new identity students responded overwhelming. Giving the fresh look a creative, cultural two-designer-toy- thumbs up!