HART Gaan was a city-wide festival aimed at celebrating youth and culture in Helmond, brought to life by a collaboration between the city’s five major cultural institutions: Kunstkwartier, Cacaofabriek, Speelhuis, Museum Helmond, and Bibliotheek Helmond-Peel. Each institution brings a unique offering, from arts and music to theatre, film, and literature. The festival aimed to showcase the vibrant, diverse cultural landscape of the city, while fostering a deeper connection with the local community, particularly young people.

The strategy for HART Gaan was to create a cohesive festival experience that spanned all five locations, while ensuring each institution’s individual identity was celebrated. The goal was to provide a variety of cultural events that appealed to a wide audience, especially young people, in order to highlight the cultural richness of the city and bring the community together.

We needed to communicate the diversity of experiences available, from live music and theatre performances to art exhibitions, film screenings, and interactive workshops, all while reinforcing the theme of youth and culture in Helmond.

We designed the festival’s identity to be dynamic, colorful, and youthful, using vibrant graphics and typography that reflected the energy of the events. The branding connected the five institutions through a cohesive visual language, while allowing each venue to have its own distinctive voice within the larger festival.

Each event was promoted with clear messaging about the diverse offerings, from arts and crafts at Kunstkwartier to film screenings at Cacaofabriek, live performances at Speelhuis, interactive exhibits at Museum Helmond, and literary workshops at Bibliotheek Helmond-Peel. The festival’s schedule and marketing materials made it easy for attendees to navigate between venues and experience the full range of activities.

HART Gaan successfully brought the community together, with a diverse audience of young people and families engaging in events across all five locations. The festival not only celebrated the cultural institutions of Helmond but also created lasting connections between these institutions and the local population. Feedback from attendees was overwhelmingly positive, with many praising the variety and accessibility of the events. The festival helped to reinforce the city's cultural identity while providing a platform for young people to connect with the arts.