new impulse
Nederlandse studiegroep De Kris (Dutch study group De Kris) is a national association formed around the traditional - often Indonesian - weapon. The association was ready for a new look and a new group of members. They asked Breen to develop an identity and website that would keep a balance between the time of the past (tempo doeloe), but aimed at a young and modern audience to rejuvenate the association.
the search for a complete picture
After attending a number of meetings, I started with refreshing the word mark and identity by combining the existing colors with warm and modern colors. The concept was based upon the characteristic of a study group; to gather and exchange knowledge, in order to get a complete picture of – in this case – the kris.To translate that search for knowledge visually, I chose to show a not fully revealed image by folding it. This refers to the forging of the kris, during which the blade is folded several times in order to achieve beautiful decorations.
X marks the spot
The association is largely but not exclusively about the weapon. The diversity of the association that highlights the cultural aspect of life in the former Dutch East Indies is reflected in the folding flaps of the image. It was important to communicate the feeling that there is always something new to discover within the association. The image serves as a metaphor for a journey of discovery of new information and insights.
providing a stage
All objects presented during a meeting are treated with great respect and appreciation. I tried to translate that relationship by placing a white frame around the design. As a result, it provides the content a stage like a list does for a painting or an old photo.
steady growth
With the refreshed identity and website, De Kris now has the platform and tools to grow and expand its attraction for a larger and younger audience. I am pleased to report that the number of members has increased by 30% since the new website was set up.