In collaboration with VSC and ASML, we developed a name and visual identity for a nationwide initiative aimed at engaging young people (12–18) who don’t naturally feel addressed by science, technology, or museums.

The challenge wasn’t just to create a brand, but to design a system that could connect a wide range of activities, across different institutions, while remaining flexible, scalable, and relevant to a hard-to-reach audience. 

Instead of starting from assumptions, we co-created the foundation together with young people. Through workshops, we uncovered a clear tension: traditional institutional communication pushes them away, while participation, immediacy, and peer-driven energy pull them in. 

This insight led to a crucial strategic shift. The brand shouldn’t explain what it is. It should invite action.

NOW:US emerged as a direct response to that idea.

Not a description, but a call to move.
Not about them, but owned by them.

The visual identity builds on this principle. The colon becomes a modular dot system, where each point represents an individual voice. Together, they form a collective field that can expand, break structure, and reveal content. A visual metaphor for a generation pushing against fixed systems. 

This creates a dynamic identity that is both structured and expressive:
a clear framework that institutions can use, and a flexible playground that allows for co-creation and growth.

The result is not just a logo or campaign style, but an open system. One that can live across different partners, locations, and formats, while staying recognisable and energetic.

Because if you want young people to engage, you don’t build something for them.

You build something they can step into.