As I was settling into my role at SQLI, a branding opportunity landed on my desk that felt like the perfect fit—designing a campaign for Artevelde Bier, a quality local brew from the city of Ghent.

The project centered around the Gentse Feesten, the city’s iconic free festival. Together with the copywriter, we came up with the idea to fully embrace the local spirit by using Ghent dialect as the campaign’s voice—something I personally provided, marking my first step into copywriting as well.

Instead of starting from scratch, I explored Artevelde’s existing brand assets and logo elements, which I integrated seamlessly into the designs. I then scouted for visual references from around Ghent—subtle, urban spots that instantly feel familiar to locals—and used those as the backdrop for the campaign visuals.

The final result was a vibrant blend of urban design and local identity, grounded in Ghent’s dialect and character, and crafted to celebrate the city during one of its most iconic moments.