{"id":1080,"date":"2025-10-24T19:35:32","date_gmt":"2025-10-24T19:35:32","guid":{"rendered":"https:\/\/www.acc.td.tdrn.dev\/?post_type=td_case&#038;p=1080"},"modified":"2025-11-10T15:29:30","modified_gmt":"2025-11-10T14:29:30","slug":"de-kunst-van-balans","status":"publish","type":"td_case","link":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/","title":{"rendered":"De kunst van balans"},"featured_media":2160,"template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","inline_featured_image":false},"sector":[34],"service":[47,49],"class_list":["post-1080","td_case","type-td_case","status-publish","has-post-thumbnail","hentry","sector-culture","service-branding","service-communication"],"acf":{"blocks":[{"acf_fc_layout":"block--media","title":"","media_type":"image","image":2181,"video":"youtube","youtube":"","vimeo":"","autoplay":"no","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":4778,"video":"vimeo","youtube":"","vimeo":"1132158088?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":2180,"video":"vimeo","youtube":"","vimeo":"1132158088?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":4777,"video":"vimeo","youtube":"","vimeo":"1134644317?h=3c5a4359c4&amp;title=0&amp;byline=0&amp;portrait=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"video","image":4777,"video":"vimeo","youtube":"","vimeo":"1134644317?h=3c5a4359c4&amp;title=0&amp;byline=0&amp;portrait=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":4775,"video":"youtube","youtube":"","vimeo":"","autoplay":"no","full_width":"yes","padding":false},{"acf_fc_layout":"block--intro","intro":"<div class=\"container\" style=\"margin-bottom: 100px;\">\r\n<div class=\"row\">\r\n<div class=\"col-md-6\"><span style=\"font-size: 2.5rem; margin-bottom: 10px;\">\r\nCredits<\/span>\r\n<ul>\r\n \t<li style=\"font-size: 21px;\">Fotografie: Hugo Thomassen<\/li>\r\n \t<li style=\"font-size: 21px;\">Grafisch design samenwerking: Miranda Reijnders<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div class=\"col-md-6\"><span style=\"font-size: 2.5rem; margin-bottom: 10px;\">\r\nWant to know more?<\/span>\r\n<p style=\"font-size: 21px;\"><strong>Carlijn van Selst<\/strong>\r\n<a href=\"mailto:carlijn@tdzuiderlicht.com\">carlijn@tdzuiderlicht.com<\/a><\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>"}],"case_detail_client_name":"Maastricht Marketing","case_detail_insight":"Maastricht is een stad van contrasten. Intiem \u00e9n internationaal. Klassiek \u00e9n vooruitstrevend. Stoer \u00e9n verfijnd. Toch was de breedte van dat karakter niet volledig voelbaar in het stadsmerk. Met de wens om zich te ontwikkelen tot een Blue Zone-regio, waar gezond en goed leven centraal staan, stond de stad aan de vooravond van een nieuwe koers. Die ambitie en positionering vroegen om branding en communicatie die bezoekers niet alleen verleiden, maar ook de waarden balans, kwaliteit en verbinding uitdragen. De ziel van Maastricht moest opnieuw gevangen worden in een merk dat laat zien hoe innovatie en levenskunst elkaar hier moeiteloos vinden.","case_detail_idea":"In Maastricht staan tegenstellingen niet tegenover elkaar, maar komen ze in balans. Dat inzicht werd het kompas voor de rebranding. Het leidde tot een stadsmerk dat niet kiest tussen oud en nieuw of rust en energie, maar juist aantrekkingskracht oproept op basis van de natuurlijke spanning ertussen. Het spel tussen contrast en harmonie loopt dan ook als een rode draad door het merk: zichtbaar in de visuele identiteit, hoorbaar in de copy en voelbaar in alle campagnes en middelen die we ontwikkelen. Zo krijgt verleiding vorm, en balans betekenis.","case_detail_result":"De citybranding versterkt Maastricht en brengt samenhang en kracht. Partners, instellingen en inwoners herkennen zich in \u00e9\u00e9n verhaal: een stad die kracht en verfijning in balans houdt. Het open source merk maakt het eenvoudig voor iedereen om samen met Maastricht Marketing bij te dragen aan het verhaal van de stad. Zo groeit het merk vanuit gedeelde trots en betrokkenheid. Maken we samen de stad zichtbaarder, herkenbaarder en aantrekkelijker van binnenuit \u00e9n naar buiten toe. Dat Maastricht in 2025 vervolgens is bekroond tot Stadsmerk van het Jaar bevestigt dat nog maar eens.","case_hero_layout":"layout-2","case_hero_images":[{"media_type":"image","image":4773,"video":"vimeo","youtube":"","vimeo":"1132158088?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479","autoplay":"yes"},{"media_type":"image","image":2723,"video":"vimeo","youtube":"","vimeo":"1132158088?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479","autoplay":"yes"},{"media_type":"image","image":2168,"video":"youtube","youtube":"","vimeo":"","autoplay":"no"}],"case_quote":"","case_quote_author":"","case_quote_job_title":"","case_key_figures":null,"case_awards":null,"media_type":false,"image":null,"video":"youtube","youtube":"","vimeo":"","autoplay":"no"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TD Zuiderlicht | Citybranding Maastricht: de kunst van balans<\/title>\n<meta name=\"description\" content=\"In opdracht van Maastricht Marketing ontwikkelden we een nieuw stadsmerk voor Maastricht. Centraal staan tegenstellingen die in balans komen.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TD Zuiderlicht | Citybranding Maastricht: de kunst van balans\" \/>\n<meta property=\"og:description\" content=\"In opdracht van Maastricht Marketing ontwikkelden we een nieuw stadsmerk voor Maastricht. Centraal staan tegenstellingen die in balans komen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/\" \/>\n<meta property=\"og:site_name\" content=\"Total Design\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/totaldesign1963\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-10T14:29:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.acc.td.tdrn.dev\/app\/uploads\/2025\/10\/ZUI_CASE_16-13_1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@totaldesign1963\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/\",\"url\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/\",\"name\":\"TD Zuiderlicht | Citybranding Maastricht: de kunst van balans\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/app\\\/uploads\\\/2025\\\/10\\\/ZUI_CASE_16-13_1-scaled.jpg\",\"datePublished\":\"2025-10-24T19:35:32+00:00\",\"dateModified\":\"2025-11-10T14:29:30+00:00\",\"description\":\"In opdracht van Maastricht Marketing ontwikkelden we een nieuw stadsmerk voor Maastricht. Centraal staan tegenstellingen die in balans komen.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/#breadcrumb\"},\"inLanguage\":\"nl\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"nl\",\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/app\\\/uploads\\\/2025\\\/10\\\/ZUI_CASE_16-13_1-scaled.jpg\",\"contentUrl\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/app\\\/uploads\\\/2025\\\/10\\\/ZUI_CASE_16-13_1-scaled.jpg\",\"width\":2560,\"height\":2080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/case\\\/de-kunst-van-balans\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"De kunst van balans\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/#website\",\"url\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/\",\"name\":\"Total Design\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.acc.td.tdrn.dev\\\/nl\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"nl\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"TD Zuiderlicht | Citybranding Maastricht: de kunst van balans","description":"In opdracht van Maastricht Marketing ontwikkelden we een nieuw stadsmerk voor Maastricht. Centraal staan tegenstellingen die in balans komen.","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"nl_NL","og_type":"article","og_title":"TD Zuiderlicht | Citybranding Maastricht: de kunst van balans","og_description":"In opdracht van Maastricht Marketing ontwikkelden we een nieuw stadsmerk voor Maastricht. Centraal staan tegenstellingen die in balans komen.","og_url":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/","og_site_name":"Total Design","article_publisher":"https:\/\/facebook.com\/totaldesign1963","article_modified_time":"2025-11-10T14:29:30+00:00","og_image":[{"width":2560,"height":2080,"url":"https:\/\/www.acc.td.tdrn.dev\/app\/uploads\/2025\/10\/ZUI_CASE_16-13_1-scaled.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@totaldesign1963","twitter_misc":{"Est. reading time":"4 minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/","url":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/","name":"TD Zuiderlicht | Citybranding Maastricht: de kunst van balans","isPartOf":{"@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/#primaryimage"},"image":{"@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/#primaryimage"},"thumbnailUrl":"https:\/\/www.acc.td.tdrn.dev\/app\/uploads\/2025\/10\/ZUI_CASE_16-13_1-scaled.jpg","datePublished":"2025-10-24T19:35:32+00:00","dateModified":"2025-11-10T14:29:30+00:00","description":"In opdracht van Maastricht Marketing ontwikkelden we een nieuw stadsmerk voor Maastricht. Centraal staan tegenstellingen die in balans komen.","breadcrumb":{"@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/#breadcrumb"},"inLanguage":"nl","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/"]}]},{"@type":"ImageObject","inLanguage":"nl","@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/#primaryimage","url":"https:\/\/www.acc.td.tdrn.dev\/app\/uploads\/2025\/10\/ZUI_CASE_16-13_1-scaled.jpg","contentUrl":"https:\/\/www.acc.td.tdrn.dev\/app\/uploads\/2025\/10\/ZUI_CASE_16-13_1-scaled.jpg","width":2560,"height":2080},{"@type":"BreadcrumbList","@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/de-kunst-van-balans\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.acc.td.tdrn.dev\/nl\/"},{"@type":"ListItem","position":2,"name":"De kunst van balans"}]},{"@type":"WebSite","@id":"https:\/\/www.acc.td.tdrn.dev\/nl\/#website","url":"https:\/\/www.acc.td.tdrn.dev\/nl\/","name":"Total Design","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.acc.td.tdrn.dev\/nl\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"nl"}]}},"_links":{"self":[{"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/td_case\/1080","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/td_case"}],"about":[{"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/types\/td_case"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/media\/2160"}],"wp:attachment":[{"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/media?parent=1080"}],"wp:term":[{"taxonomy":"sector","embeddable":true,"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/sector?post=1080"},{"taxonomy":"service","embeddable":true,"href":"https:\/\/www.acc.td.tdrn.dev\/nl\/wp-json\/wp\/v2\/service?post=1080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}