A collective of over 30 art galleries and artists wanted to promote all the art that Maastricht has to offer.
How to promote 30 galleries, studios and art dealers, all at once? Maastricht is a vibrant city, full of culture. Yet this is often forgotten. The initiators wanted to change this. By means of a flyer and a website where information can be found. This led to the Maastricht Art Map. In the flyer and website you will find more than 30 participants, all with their own number. The physical flyer has been printed 10.000 times and is distributed throughout the city.
After creating this project, we were interviewed by regional TV channel RTV Maastricht.
Creating a bi-fold A4 flyer (so basically an A5) that has to feature all 30+ participants and also a readable and clear map wasn’t easy. We came up with a smart layout, that does not compromise on readability. The inside, left page features the main list, while the right page on the inside features four remaining participants and also the map.
This map is a city map, that features, of course, all participants. But also some ‘famous’ landmarks and locations like the bridges, the Maas and the ‘vrijthof’. All this was done to help visitors orientate themselves. We used some very subtle blue colors, that are also used in the logo. The bright red color really ‘pops’.
The logo shape is the literal shape of the city. By combining that with a grid of circles, we had our base shape.
After that, we added various colors and shapes. These shapes represent the various participants.
Since the website is for people who want to visit Maastricht and see its art, it was very important that this website is responsive. Because many visitors want to quickly check out an address or see if there’s a participant near them, while they’re in the city. The website features an interactive Google Map. You can easily click for directions to a specific participant.
Furthermore, there’s also a gallery with a frontview of every participants building, and if you click or hover, you can find opening hours and a link to their website. At last, website visitors also have the ability to download and/or print the physical flyer that is distributed throughout the city.
All 30+ participants were very happy with the result, and most them were even pleasantly surprised. I guess it’s not what they expected two guys from 19 and 22 years old to deliver. But we too had a great time with this project. We learned a lot, and personally, it remains to be one of my favorite client projects.
Unfortunately we haven’t been able to see how the map will do when Maastricht is flooded with tourists, because the project was finished in the middle of the pandemic. Website statistics show promising things, and the site was soon the #1 search result for most key searches!
The result is entirely to our satisfaction. What we remember most is the skill of Martîn and Ilja to convert our wishes into practical functionalities: there was a solution for everything!
- Rob van Rijn