Superior Simplicity

The Dutch National Opera & Ballet delivers performances at the very highest level - crowned the World’s Best Opera House in 2016. When we were commissioned in 2013 to design their new brand identity, our main goal was to reflect that quality in everything they communicated.

An important component was to create a brand that also attracted a younger audience. Together with an ambitious board of directors, we agreed on a new strategy. This included shifting the focus from photography to moving image, making the brand more available to new generations.

Creative Team

Concept & Strategy
Lesley Moore

Lesley Moore

Art Direction
Lesley Moore

Photography & Moving image
Petrovsky & Ramone

Simon Francois 

Machinefabriek (Rutger Zuydervelt)


Winner of
Art Directors Club Nederland
– Brand & Communication, Lamp, 2015
– Craft, Art Direction, Lamp, 2015
Red Dot Award (Germany)
– Communication Design, 2014

With a special thanks to
Zigmunds Lapsa
Roel Stavorinus

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