Brand positioning Dutch Open Air Museum

Brand positioning of the Dutch Open Air Museum in which the history of the Netherlands comes alive

The museum was commissioned by the government to familiarize the general public with the highlights of the history of the Netherlands in a way that fits in with the times and the identity of the museum. The museum wants to become a logical consideration for the choice of a day out for a larger and more national audience. From this arose the need to establish a new positioning and brand identity.

In the mind of the future visitor

First of all, we developed a new positioning together with the Open Air Museum. To fill this in, we crawled into the head of the future visitor with future journeys. The discoveries we made in this regard led to structural changes in the design of the new Entrance Pavilion and the adjacent exhibition spaces.

The positioning visible at the right times

With a touch point analysis we looked at which points in the park the positioning can best be brought over the stage. The advertising agency ran 1 on 1; positioning and corporate identity development went hand in hand.

See also: The case for Genghis Khan: Exhibition about the development and design of a children's DIY book and content that has been tested with the target group of 7-14 birthdays.

Want to know more?

Make an appointment with Bianca van Zwol via or through our assistant Ellen: +030.

Published on
22 August 2017

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Pien Rommens, Manager Marketing communication and Sponsoring about Branddoctors:

“The process with Branddoctors has given us a new positioning that is close to who we are, clear and internally embraced. Together with employees, target group and experts, we have achieved a result that we can use to deliver on our promise for the 700.000 visitors we will annually welcome.


Bianca van Zwol

Senior art director

Lisette van Elst