For the up-and-coming Holland Spoor Kwartier, the creative studio CIRCUS developed a progressive and playful area brand. HS Kwartier is set to become The Hague’s most radiant district with an enticing mix of working, living and leisure concepts and facilities covering 90,000 sqm.
This spectacular urban playground in the heart of The Hague deserved its own “voice”, so it should come as no surprise that the branding project included a bespoke typeface. I was commissioned to help lead designer Martin Cadwallader develop and produce HSK Display font, a variable font that became the face of the neighborhood.
***Video concept and execution by: Circus
The bespoke typeface was used by Circus in a playful way and together with the color scheme reflects the personality of the HS Kwartier. An unique project where the typeface plays 50% of the communication role, in the same proportion as the usage of images.
