Identity & Branding Culture in Rijnboog
Together with Kees van het Hof, lecturer in marketing communication, media and branding at HAN University of applied sciences, Dany Jacobs started a research and advisory commission for the Cultural services department of the Municipality of Arnhem on the possible identity and branding of the future Arts and Knowledge Clusters in Arnhem. As part of the project Culture in Rijnboog, it is considered to accommodate a number of cultural institutions: Theatre, Museum of Modern Art Arnhem and Focus Film Theatre in an Art cluster, while Public Library, Open University, Domein, Historical Museum and a part of the Gelders Archive in a Knowledge Cluster.

The assumption is that concentration on a new location creates opportunities for programming interactively and reaching a broader audience. It is certainly not intended that the brands and identities of these organizations disappear, but the question is how they can be positioned together in the best possible way.

The assignment was conducted with the use of students in Brand Management & Communication at HAN University of applied Sciences. Two groups of students have analyzed a cluster. Initially, all the institutions have been analyzed separately. The similarities and differences in brand identity are mapped using the various brand models. As part of the assignment, the students made a study trip to Antwerp, where they looked into similar collaborations, but also at different and yet sometimes similar sectors and brands in retail, fashion and entertainment. Inspired by this study trip for both the Arts and the Knowledge Cluster, a new and desired identity has been conceived and described. These new concepts have been brought together by the students in a brand book for each cluster in which the positioning of the new organization is represented. The study was performed in the form of a game. The two student groups competed with each other. The group of students with the best advice and most appealing concept was rewarded with an award from the sponsor, the Municipality of Arnhem, For more information about the nature and content of this project, please contact: This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Please visit also www.rijnboog.nl.

[research in assignment]

Students wait for the prizegiving by projectleader Culture in Rijnboog Guus de Rijk of the municipality Arnhem.