Filip Janssen
Co-Founder
In their own words
The iconic building heralds a new era of technology, transitioning a former circus and automotive garage into a beacon of the future.
We wanted the identity to feel like it could’ve been there for many years but at the same time still be there within 50 years.
Fearlessness permeates everything we do.
We don’t believe in portfolios. We never did.
Caution deserves to be thrown into the wind.
Don’t be everybody.
Articles & interviews
- Zware Jongens’ identity for Wintercircus pushes an iconic circus venue into its tech-fuelled future
Zware Jongens developed a new brand identity for Ghent’s historic Wintercircus, transforming the venue’s legacy into a forward-looking symbol of technology and innovation. Drawing inspiration from the building’s architecture, the identity features soft-cornered squares, a dynamic motion and sonic system, and a colour palette balancing heritage and modernity. The project reflects Wintercircus’ evolution into a hub for entrepreneurs and changemakers.
- Zware Jongens on choosing to break rules and operate quietly in our loud, attention-seeking world
The Brand Identity interviews Zware Jongens co-founder Filip Janssen about the agency’s unconventional philosophy of working quietly in a loud design world. The Belgium- and Netherlands-based studio avoids public portfolios, focusing instead on trust, experimentation, and fearless creativity. Their recent rebrand, created with designer Pol Pérez, reflects their mysterious and rule-breaking ethos.