For this project, I was involved in shaping the creative direction of the campaign that introduced the digital Museumkaart to both existing and future visitors. While the app itself was designed and developed by another agency, our role was to create a strong and distinctive visual identity that brought the digital transition to life across all communication.

I was responsible for the art direction and visual development of the campaign, designing a new visual style and translating it into a wide range of touchpoints – including stationery, posters, counter displays and online assets. These elements formed the visible layer of the campaign and helped make the digital Museumkaart recognisable, accessible and consistent across physical and digital environments.

Result & impact
Following the launch of the campaign and the introduction of the new visual identity, adoption of the digital Museumkaart accelerated significantly. Today, over 500,000 people actively use the digital card, representing approximately one third of all Museumkaart holders. In the same period, the Museumkaart reached a record total of 1.54 million holders, with the digital card identified as a key growth factor.
Source: NOS, January 2026