Client
Slavery Memorial Committee
Services
Marketing Strategy
Creative strategy
Logo & Branding
Social Media
Web development
Deliverable
Creating a powerful visual identity and digital presence
Challenge
Following the Dutch Government’s formal apology for its role in the history of slavery, the Slavery Memorial Committee was established to strengthen national remembrance and foster lasting dialogue. Its mission: to unify commemorative initiatives across the Kingdom, promote equality and give voice to generations past and present.
This deeply rooted history calls for more than information – it calls for connection, recognition and space to reflect. Profound was asked to translate this conviction into a powerful visual environment that could carry the message forward in a deeply meaningful way that honours its weight and significance.
Strategy
To make the Committee’s mission more visible and clear, we started with the basics: a compelling visual and digital identity. From branding and house style, to a landing page and strategy, every element was designed to resonate emotionally and reflect core values of the Committee. From there, we moved into digital execution, evolving the landing page into a full website. We were also entrusted with designing multiple social media posts and newspaper advertisements to promote their upcoming events to extend reach and engagement.
Execution
The foundations of the brand identity were already in place, but we refined and elevated it to better align with the Committee’s purpose. The existing logo – featuring three rings as a metaphor for growth and continuity – was developed by Canvas Black. We simplified the shapes, increased whitespace and introduced a vertical variant for broader application.
The landing page was built from the ground up, with a focus on smooth UX/UI and a warm, grounded visual style. Deep tones combined with vibrant accents reinforce the message: hope for the future is born in the present. The full visual identity – color palette, typography and imagery – was implemented consistently to convey remembrance, resilience and unity. This same visual style was also extended to social media, ensuring a cohesive brand experience across all touchpoints.
Results
On May 25, 2025, the Committee officially opened its new office in Curaçao, together with the launch of their digital platform. These two milestones mark the start of a broader journey toward awareness and connection. As Profound, we’re proud to help bring this meaningful initiative to life, and we continue to support the Committee through impactful social media content and the development of the full website.
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