Brand strategy

Somehow developed Humanistisch Verbond’s new brand strategy – summed up in the following guiding principle: “Humanistisch Verbond brengt je dicht bij jezelf en dicht bij de ander.”

The “Vind Jezelf Hier!” activation was one of the first concepts Somehow developed as part of this new brand strategy.

A photo booth with a twist

Instead of receiving your own photo, you get the photo of someone who came before you. Along with the photo, you choose the humanist value most important to you in life. Your task is to find the person carrying your photo, start a conversation about these values, and connect. The closer you get to them, the closer you also get to yourself. After the festival, you receive your own photo by email — together with more information about humanism and the perks of joining the Humanistisch Verbond.

Viral at festivals

At Into The Great Wide Open and Best Kept Secret, this activation went viral. Thousands of party people queued up to take part. It was so successful that Humanistisch Verbond is now being invited by festivals to feature the activation in their programs.

Visitors reported that they really enjoyed engaging with humanism and Humanistisch Verbond in a casual, low-pressure way. This activation brings the new brand promise to life and provides an ideal way to expand Humanistisch Verbond’s community.