Work Itaca

ITACA Leiden offers courses in Physical Theatre and Improvisation for international students and expats. For this project, I developed the company’s branding and website from the ground up, focusing on highlighting ITACA’s unique and vibrant character.

Process

Itaca Leiden for internationals in the Netherlands

The design process began with establishing the core Logo and Brand Language. The chosen red palette immediately convey the vivid, bold, and lived-in feeling central to the company's identity.
The selection of the 'New Amsterdam' typeface reinforces a sense of the Netherlands for an international audience, as its arched letterforms reference the architecture of traditional Dutch houses.
I created a conceptual animations. The name Itaca also comes from Constantine Cavafy's poem, Ithaca. I animated the following pivotal lines to explore the theme of internal obstacles: "Laistrygonians and Cyclops, wild Poseidon - you won't encounter them unless you bring them along inside your soul, unless your soul sets them up in front of you."
After establishing the direction through moodboarding and benchmarking, I moved into the design phase, where I developed and implemented tailor-made, custom components to meet design goals.
Webflow Development: Learned and applied this new tool to successfully implement and bring digital designs to a live functional state.
Video Editing: Improved narrative pacing and compression skills by summarizing a 50-minute theater play into a brief, dynamic video edit.
Regular meetings with the founder guided the strategy for the theater academy's new web presence, successfully building a digital appearance that genuinely reflects it's core identity and soul.

A digital design journey of the theater academy ITACA Leiden

Process

Itaca Leiden for internationals in the Netherlands

Summary

A unique, tailor made digital appearance