Keerpunt
brand identity
& online platform

Keerpunt helps young people break free from forced crime. The Projects transformed the bureaucratic-looking concept into a dynamic platform aimed at this specific target group. Raw black and white photography, bold letters, short texts, rough illustrations, lots of animations and grassroots content connect with the experience of these mostly illiterate victims. The brand identity we developed includes not only the visual style including the logo. The Projects also collaborated on the new brand name, pay-off, brand story and content strategy. Moreover, together with Emonks, we built a beautiful website and designed expressions for an oldskool street campaign with posters, stickers, flyers and street posters.

The focus will be on active social media outreach to entice this hard-to-reach target group to take steps towards a future life without crime. Adolescents can chat with expert counselors, read stories of other previously criminal youngsters and be inspired by videos we will be making with well-known rappers and athletes who have struggled with the same challenges. The Keerpunt project is an initiative of Fier! and is funded by the Dutch Ministry of Justice. More and more content will be developed and campaigned over the next two years. We are proud to be a partner of this important platform.