Case: Scapino Ballet Rotterdam

Through research, co-creation, and experimentation, we build brands, products, and campaigns young people don’t need to be convinced of, they recognize them as their own.

Youth research

Youth research without the detour. What Gen Z and Gen Alpha think, feel and do, through our youth panel, street interviews and fieldwork. No generational statistics, but the why behind the behaviour. Decide on what's really going on. Not on what a boardroom thinks.

Innovation

Innovation with young people, from day one. Propositions, products and brands, tested on the street, not in boardrooms. What survives, no one needs to sell. Same goes for AI: the generation growing up with it is showing the way. We translate that into AI strategy.

Activation

Youth marketing that lands in culture. Because it comes from it. Campaigns, experiences and communities, digital and physical. Reach is for sale. Meaning is earned. And a community doesn't stop when the budget does.

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We build products people actually use. Together with the people they’re meant for.

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Scapino Ballet Rotterdam

The brief: an identity that speaks to a younger audience without losing the existing one. Not acting younger. Being sharper. The foundation: the power of dance moves the world. Dance exists for one moment, on stage. A brand exists everywhere.

The tension between history and renewal lives in the logo. The kerning nods to the iconic Scapino poster imagery of the nineties. The counter of the O became a perfect circle. From there we built the system: the circle places the focus where the energy is, the square creates order. Black and white form the base. Each performance gets one colour from a palette of eighteen.

The system is built for the places where a younger audience meets Scapino. Imagery thinks in series, not in one campaign shot. Crops leave something outside the frame; the viewer fills it in. The motion system goes further: letters move the way dancers take their place within a choreography. A tool converts physical dance data into animation. Powerful movements turn raw, controlled movements fluid.

The language followed: not explaining, but making people curious. And an identity is only as strong as its use. So no PDF on a drive. The entire brand lives in Brandbook, our digital brand platform. A Motion Generator running on the brand's own motion system, an AI Copywriter that knows the tone of voice. This way, the identity does on a weekday what dance does on the weekend.

Your brand. Ready to use

Scapino works in Brandbook. Everything a team needs in one place, from assets to tools that create on-brand content in seconds.

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