The Netherlands is rightly proud of its democratic traditions. However, rather more demanding when everyone wants to have a say in the decision-making process. That was just one of the challenges making the visual identity for the Province of North Holland. The other elephant in the room, you might think that everyone knows what the province does, but is that really the case? Do people really know? We turned these challenges around. The result was a clear visual style, for the long-term, embraced by all stakeholders. As if this wasn’t enough, our smart strategic choices and design efficiency led to a saving of €550,000.