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.

Brand System

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.

Brand Expression

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.

Special Editions

Creative Team

Concept & Strategy
Lesley Moore

Lesley Moore

Art Direction
Lesley Moore

Digital Natives

Simon Francois

Machinefabriek (Rutger Zuydervelt)

Desiré van den Berg
Joris-Jan Bos

Open Day Campaign
Art Direction: Lesley Moore
Visuals & design: Lennarts & de Bruijn
Visuals & animation: Studio Krank
Printing: Tielen

Design brochures
Rieme Gleim

Art Directors Club Nederland
– Brand & Communication, 2017


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