Bryd rytmen

Campaign design / 2021

Society today is often too busy. Too caught up in chasing the life that’s expected. But what if we encouraged young people to break free from those expectations, to spark creativity, and to show that exciting things happen when you don't follow the traditional recipe? That’s the purpose of the campaign “Bryd Rytmen” (Break the Rhythm) by Musik & Teater Højskolen. Break the expectations, break the framework, break the rhythm. That’s what we aimed to capture in the visual expression – not just by breaking conventions in shapes, colours, and typefaces, but also through editing, framing, and sound. We wanted to show how new opportunities arise when you dare to break out of traditional boxes.

The visual identity:
The school is all about creativity, and we needed a visual identity that would reflect just that. It was essential to be creative beyond the expected boundaries and defy conventional norms. I had just two hours to create the visual identity for the campaign, which in this case was the perfect opportunity to step away from my usual methods and follow my intuition. Break the rhythm — that’s exactly what we wanted the visual language to communicate.

We achieved this by creating a design that broke the mold: a rhythmic typeface that alternates between regular and italic; a bold red reminiscent of heavy theatre curtains, set against a cold blue for contrast; and an anarchistic underline of the tagline, giving the concept a personal, rebellious touch while clearly linking it to Musik og Teater Højskolen.

Client / Musik og Teater Højskolen
Creative Lead / Regner Lotz
Design Lead / Signe Jørgensen
Film & Photo / Fern studio