The award's aim is to attract young, innovative entrepreneurs while still keeping an 'old glam' appeal. This friction proved to be the core of the award's new brand. The logo is based on the historic monogram of King Willem I, however, tweaked with a more geometric approach. A dark, elegant colour scheme and experimental typesetting, together with historic paintings in modern layouts, constantly try to find a balance.

The show-piece of the identity is the invitation that arrives as a little linen book. Once you open it, it turns into a certificate – including a ribbon and a pin to put the invitation on your wall. That was just the beginning: among others, we created playful dinner invitations, an extensive online PR and a backdrop for the queen herself. What an honour.