Jheronimus Bosch 500

In 2016, ’s-Hertogenbosch commemorated the 500th anniversary of the death of the painter Jheronimus Bosch, the city’s most famous son. An unmissable event for the citizens of Den Bosch as well as international art lovers.

The JB500 commemoration spanned over 10 years, starting in 2010 and building up to 2016. The climax of the commemorations was the rare opportunity to see all of the painters work in one setting. A retrospective exhibition containing all of Bosch’s work, loaned from various international museums, and took place in the Noordbrabants museum. ’s-Hertogenbosch wanted to put itself permanently on the map as the city of Jheronimus Bosch, Hollands most important Early Netherlandish painter. An association acting under the leadership of Ad ’s-Gravesande, former artistic director of the Holland Festival and Lian Duif, were coordinating the activities. The municipality invested millions in the commemoration years. Many contemporary projects in the spirit of Bosch’s genius were produced and shown. Studio Kluif was invited, alongside two other great design studio’s, to develop a top brand identity for this enormous multidisciplinary event. Kluif approached this pitch with a 360 degrees mentality and came up with a total communication plan. The result is a perfect symbiosis between conceptual thinking and contemporary graphic design. Studio Kluif was unanimously chosen as the winner of the pitch and was responsible for all graphic designs for the JB500 event.