Launching a youth-led platform and charity movement at national scale.
Client
With DPG Media
The Challenge
DPG Media and its partners (VTM, Qmusic, HLN and Belfius) wanted to launch a youth platform “for and by young people,” giving young voices more space through content and events while mobilising Belgium to raise money for 200+ youth organisations in Flanders and Brussels. The key challenge was designing a self-running platform: a flexible brand and campaign system that could be picked up and used by many different people—youth organisations, creators, influencers, institutions and partners.
The Idea
Give youth the spotlight and let their energy lead the story: “Doe maar eens zot!”
The Solution
- Created the platform idea “JEZ! / Jong en Zot”: a simple, high-energy rallying cry that gives young people permission to be loud, messy, bold and themselves
- Built a brand system designed for sharing, not policing: a flexible identity (typography, colours, graphic shapes, scribbles, tone of voice) that stays recognisable even when different people remix it.
- Designed a campaign that converts energy into impact: Launch (Awareness) → Action (Involvement) → Donation (Conversion) to drive fundraising and support youth organisations
- Built to climax in a live moment: a festival/action week-style peak moment that brought everything together and made the fundraising feel real and collective.
