Role
Brand & Digital Designer

Deliverables
Social identity, CRM templates, intro video

Phase one of a digital rebrand for an Amsterdam-based art festival. Starting where the audience already is — Instagram, email, motion — before rolling out the full identity and website in year two.

The situation
Masterclass Festival Amsterdam is an art festival that needed a refreshed digital identity — but not all at once. The existing brand had grown inconsistent across touchpoints, and the festival's digital presence didn't reflect the quality of its programming. A full rebrand was the goal, but the timeline and budget called for a phased approach.

The approach
Rather than starting with a logo or a website, I started where the audience already was: Instagram and email. Phase one focused on building a coherent visual language for social media — a system of templates, type treatments, and colour that could hold the festival's identity together across posts, stories, and reels.
Alongside the social identity, I designed a set of CRM templates for the festival's email communications and produced a short intro video that established the tone and visual direction for the rebrand.

Outcome
Phase one established the visual direction and proved it works in context. Phase two — planned for the next festival cycle — will extend the identity into a full rebrand: logo system, broader visual language, and a new website. The groundwork is laid; the next step is building the full house.