PROJECT37
Creative Direction & Visual Storytelling
From Passion to Presence
What started as a passionate side project quickly developed into a recognizable force within the nightlife culture of the Northern Netherlands. Built through visual identity, campaign design and storytelling, Project 37 established a distinct presence across both digital and physical experiences. In the span of a single year, the platform delivered two successful events and positioned itself among the defining nightlife initiatives within Friesland.
Inspired by the techno roots of Eastern Germany, Project 37 creates inclusive spaces centred around music, self-expression and connection.
Honourable mentions, as well as all my love and respect goes to Marlon Reinholz and Michael Matschewsky, founding fathers of Project 37.
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Identity
Logo, Slogan, Appearance
POSTERS
for OVERLAST (2025-03-25)
and VERTREK (2025-11-28)
variations for OVERLAST
ONLINE
PRESENCE
A significant aspect of Project37’s creative direction centered around shaping and managing its online presence. Social media served as more than a promotional platform; it functioned as an extension of the brand itself, used to promote events, build anticipation, maintain audience engagement, and communicate the distinct character and atmosphere of Project37.
Each campaign and piece of content originated through intensive brainstorming and carefully considered pre-production processes. Creative concepts were developed to explore how the identity and energy of Project37 could be translated into engaging digital experiences that remained authentic to the brand and its community.
From initial concept development to final execution, content creation formed an essential part of the project’s communication strategy. Through visual storytelling, video production, and strategic online communication, pre-production ideas were transformed into reality, resulting in a cohesive digital presence that strengthened audience connection and reinforced the identity of Project37.
With gratitude to everyone who participated, shared and contributed to the Project37 experience.