OERRR
Natuurmonumenten
Rebranding the youth program that gets kids outside
The challenge
OERRR is the youth program of Natuurmonumenten, the Netherlands' largest nature conservation organization. Built on a simple belief: every child has the right to discover nature outside. With a new brand positioning in place, OERRR needed a visual identity to match: one that felt like the energetic younger sibling of Natuurmonumenten, distinct enough to speak directly to kids and young families, but still unmistakably part of the same family.
The idea
We positioned OERRR as the adventurer. The character children see themselves in when they go outside. Encouraging them to climb, scramble, craft, and explore nature on their own terms.
That primal instinct became the foundation for the entire visual identity: adventurous, wild and unmistakably playful. Built through a combination of photography, illustration, color, and texture. Designed to feel like an invitation to go explore outside.
The adventurer
As Creative Director, I led the project for Maak New Era Marketing from briefing through to final delivery. Running the strategic sessions, guiding the creative and strategic process with the client, and shaping both the concept and rollout strategy for the new brand's launch. The result was a system built to hold up across everything from outdoor materials to digital and print, while staying immediately recognizable as OERRR.
To launch the new identity, we created a launching campaign: OERRRkracht. A concept designed to spark children's imagination and invite them to find the adventurer already in them. It gave the rebrand a real entry point: not just a new look announced to the world, but an experience that put the new OERRR directly into kids' hands.
I led OERRR's rebrand end to end as Creative Director at Maak New Era Marketing from strategic positioning and creative direction through to the launch concept, working directly with Natuurmonumenten from brief to delivery.
services
creative direction
strategy
concept development
rebranding
brand campaign
Client
OERRR
Natuurmonumenten
Agency
Maak New Era Marketing
Creative Director
Roos Bulder
Designer & Art Director
Mike Stet
Designer
Lieve Vermeer
Project manager
Pam Kolsteeg
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