Following Johan Simons’ motto, we wanted our approach to focus on bringing the region together as well as activating the participation of the viewer.
We tried to find a way of communicating that could grab the attention of a wide range of people, without ‘dumbing it down’.
So the campaign of the triennale is built around the idea of the sum: … + … = …
A simple game of associations, meant to be an open dialogue with its viewers.
We opted for an iconic, eye-catching typeface. Something that would be recognizable in any context.
The posters are not just something you merely look at; they are meant an open dialogue, inviting the viewer to read or interpret them as they wish.
The home page of the Ruhrtriennale’s website uses two visual codes to distinguish the two different types of content. A simple rule differentiates news from events: the former is text-driven and vertical whereas the latter focuses on inspiring photography with practical information.
The festival’s programme is presented as a map, in both print and digital. Visitors are invited to help enrich the map, by adding their personal recommendations and tips about what to see or do.
Visiting the region and the venues was amazing; it really left an impression. And it was great to see people embrace the visual identity.
We are thrilled to start a 3-year adventure with this amazing team, led by the inspiring Johan Simons. The collaborative process was and still is a big success, all driven by different creative workshops.