Smeerboel Festival


Services

  • Brand Communication Strategy
  • Content Communication Strategy
  • Content Development 
  • Brand Design
  • Digital Design
  • Website Development
  • Print Production


    • The Dutch techno and house festival Smeerboel makes Utrecht go wild every September, together with a wide range of artists, a crazy fringe program, and dazzling party atmosphere. It attracts around 20.000 visitors, aged between twenty and forty. Smeerboel needed a communication trajectory and strategic rebrand for messaging, to ensure clear, consistent, and proactive communication with attendees, staff, and the public, which is vital for building trust, enhancing the attendee experience, managing risks, coordinating operations, and promoting the event. 

    With an original design that resonates the values of the festival and structure for communication across all stages of the event, the trajectory provides guidance from initial promotion to post-event wrap-up, ensuring all parties. In English, Smeerboel directly translates to smearing mess. The research resulted in a brightly colored design system where the behavior of smeren (‘smearing’) takes center stage. Featured in The Edit.

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    Creative Team

    LAVA

    Lars Terhorst - Strategic Director
    Frank Smolenaers - Strategic Director
    Sacha van Den Haak - Creative Director
    Anton Lamberg - Digital Director/Developer
    Camie Roos - Communication Advisor & Digital Designer