Tresoar is the place where you discover the most characteristic culture of the Netherlands, Frisian culture. Tresoar preserves, studies, and shares this heritage through exceptional pieces from both within and beyond Fryslân.
In the coming years, Tresoar aims to position itself as an open, contemporary, and welcoming public space for everyone. To achieve this change, Tresoar will redesign its building, renew its programming, and communicate its updated story more powerfully.
This transition has created the need to refresh the brand identity. The challenge: to establish public relevance for a uniquely Frisian organization that combines archive, library, and museum.
We found public relevance in the insight that Tresoar is the place to let people experience how to build, preserve and further build a culture.
The refreshed visual identity puts the existing “crown” - derived from the meaning of the name Frysk for “treasure” - in a prominent way so it becomes a powerful and recognizable brand asset.
The typography is characterized by a modern sans serif typeface with historical characteristics. The existing colors have been refreshed and expanded with additional colors to fit depending on purpose, mood or context.
The new identity will be revealed in phases. The Twadde Thús exhibition highlighting the stories of evacuees and their Frisian host families in WWII will kick off the reveal.
Image concept & production by Days
Photo of king by Aron Weidenaar
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