The largest club in the Netherlands wanted to boost their numbers by 100,000 new members and therefore needed to advertise to a much broader Dutch market. The target audience: anyone owning a computer. So how do we increase subscriptions without alienating loyal clientele? We promoted HCC as the largest Dutch help desk in the Netherlands. New members were encouraged to draw upon this service whenever they had a question regarding their computer. To ensure that the highly experienced members wouldn’t be deterred, they were promoted as experts and happily answering beginner questions. We came up with the name, branding, print & radio advertisements, annual reports, website and a whole lot more…
We took full opportunity to express the new branding wherever we could: the annual report become another space to flaunt the new identity.
Role
Concept + art direction @ Artmiks I photography: Bianca Pilet