Try Again, Fail Again, Fail Better
Royal Academy of Art & Royal Conservatoire
The Royal Academy of Art and the Royal Conservatoire are both internationally renowned and prestigious schools. Together with the University of the Arts, The Hague, they form a trinity organization. With their new brand identity, they wanted to convey that message, while leaving room for the differences between the three entities.
We found a common ground in their process-based approach, reflecting what it means to study visual and performance art - ever searching for new ways and different paths. ‘Try again, fail again, fail better’ as Samuel Beckett put it.
The brand identity of the royal institutes utilizes a field of dots and lines, which together form a crown. The crown however is never fully complete, giving the possibility of 2046 different, incomplete crowns.
The main asset of both schools, is a strong feeling of community. To encourage the communities to own the brand, we actively involve students in creating artwork for each campaign. By the students, for the students.
Concept & Strategy
Machinefabriek (Rutger Zuydervelt)
Desiré van den Berg
Open Day Campaign
Art Direction: Lesley Moore
Visuals & design: Lennarts & de Bruijn
Visuals & animation: Studio Krank