The ‘Rijksakademie van beeldende kunsten’ in Amsterdam focuses on developing talent in the fine arts. The institution selects and facilitates top talent and offers a platform for further development of their work to selected artists. Since 2015, we have been designing the campaigns of the the open days, the so-called ‘Rijksakademie Open’. During a long-awaited weekend in November the scholarship holders present their work to the public. Although the ‘Rijksakademie van beeldende kunsten’ has a visual identity, it does not want to link it to the most important event of the year. It is rather the endeavor to actively participate in the current cultural policy discourse, without only referring to itself as an institution. This gave rise to the question: How do we brand an event that wants to look different every year? Thematically, we developed a key-visual every year, as a statement or comment to developments in politics and culture. Formally, the designs are kept rough, simple and color saturated to the maximum. They are diametrically opposed to the commercialized messages and advertisements that have reached not only public space in general, but also the communication of cultural institutions.