City Marketing

The glue that holds people together is the dynamic of a city and we believe in the vision that ‘everyone in the city sells the city’. This includes all industries, politics and other parties. Focusing on the city in a holistic manner and working together, a shared and common strategy to reach economic development and welfare for inhabitants, visitors and companies within cities, that’s what it is all about. Reaching a balance between those three key elements determines the soul of the city.

‘It is estimated that by 2050 over two-thirds of the world’s population will live in cities. This will force cities to reimagine themselves as brands rather than just destinations to be marketed. As a result, cities will rise in importance over nation brands.’

Dawn Paine, The Extraordinary Club

In 2009 when Studio Kluif was invited together with two other top Dutch Design agencies, to give our vision about the Jheronimus Bosch 500 event, we didn’t hesitate for a moment. A pitch for a manifestation of this magnitude to take place in our own city, ’s-Hertogenbosch, was a dream opportunity.

Studio Kluif seized this opportunity. With our winning presentation of a 360 degree communication plan, the multi-year manifestation literally came to life.

The Bosch manifestation consisted of many festivities with different themes. For example: dance, music, art, film, etc. The highlight of the manifestation was the retrospective exhibition of Hieronymus Bosch’s work ‘Visions of a Genius’.

For eight years Studio Kluif worked closely with the organizing foundation headed by creative director Ad ’s-Gravesande and program director Lian Duif, to shape the strategy, design and communication of this multi-year national event.

Numerous productions show a perfect combination of conceptual thinking and contemporary design. All disciplines that Kluif masters were applied in this project: brand development, strategy, product development, entrepreneurship, etc.

Here’s a small selection of the many works that have been developed for the Jheronimus Bosch 500 manifestation.


Jheronimus Bosch lives like never before. The atmosphere, themes and symbolism of his work are timeless. From this perspective, jHEROnimus has been created.

The brand focuses on the development of contemporary products inspired by the work of the artist. Think of a collection of textiles, wallpaper, lighting, bags, clothing accessories and more. Everything with the unique jHEROnimus-feeling and the quality of an A-brand, supported by the organization behind the Jheronimus Bosch 500 event.

The products are not only sold in museum-shops around the world, but also by numerous international retailers.

A magazine has been published about the National Event Jheronimus Bosch 500 in which all communication and designs are extensively discussed. Send an email to if you would like to receive a copy.


Jheronimus Bosch 500 Event
Communication Prize Brabant

Jheronimus soap packaging range
Nomination Pentawards

Jheronimus Van Den Burgh Chocolate packaging range
Gold Pentaward

Jheronimus private label packaging range
Platinum Pentaward
Nomination ADCN prize member jury
Nomination ADCN prize professional jury

Jheronimus Bosch 500 corporate identity
Wolda Merit Award


We develop city marketing projects for Dordrecht, Gouda, ’s-Hertogenbosch, Amstelveen, Ede. Are you looking for a marketing agency for your village, city or region? Send an email to: and we will quickly make an appointment.