NPO Cultuur Masterclass

Train your talent. Show your talent.

With Masterclass, NPO Cultuur developed an innovative online platform where young talent in art and culture can be inspired by the biggest names in their scene and participate themselves. Digital Natives developed the branding, UX, and Design System for this new format, where learning, creating, and performing come together in one dynamic digital experience.

The Challenge

A new, interactive format that not only lets young people watch but also participate.

How do you design a new, experimental format within the frameworks of NPO that connects with the world of young people aged 16 to 34?

Masterclass was not meant to just be a program, but an online environment where you can watch, learn, participate, and grow. A platform that continuously evolves, from registration and selection to live streams and on-demand content, while maintaining a clear, intuitive structure.

The challenge was in uniting that dynamism with the trusted NPO quality: scalable, accessible, and recognizable, but with a fresh, creative energy that suits the target audience.

The approach

A platform that adapts: branding, flow, and on-demand experience

In a compact discovery phase, we laid the foundation for a future-proof platform together with NTR and NPO Cultuur. We translated the entire masterclass cycle – from registration to on-demand learning – into a clear user journey and information architecture. In two design sprints, we developed the concept step by step, guided by design principles: flexible, dynamic, creative, and focused on growth.

Movement in brand and identity

The branding and visual identity are designed within the NPO frameworks, with room for expression and movement. Motion design enhances the sense of momentum that suits learning and creating, from subtle micro-animations to dynamic elements.

An adaptive compass

The viewing experience places the user at the center. An adaptive cycle component adjusts to the phase of the masterclass – from registration and selection to livestream and on demand – and functions as a visual compass: always visible upon entry and immediately clear what the next step is.

The heart of the platform

The livestreams of each masterclass offer interaction with the audience, for example through polls and live Q&As. Afterwards, the on-demand version forms the heart of the platform, with learning tools, tips, and playlists that help users to continue learning and develop their talent.

The platform is based on a flexible design system, ready to host multiple masterclasses within one recognizable format. This way, NPO Cultuur can build a complete knowledge platform in the future without compromising on user-friendliness or identity.

The result

A scalable, innovative platform that inspires, activates, and showcases the next generation of creators.

Masterclass is a new type of online experience within the public broadcaster: an interactive learning environment that not only allows viewers to watch but also encourages them to take steps themselves.

• A new interactive platform for NPO Culture, where young talent can develop and showcase themselves

• A scalable design system, designed for growth into multiple masterclasses and formats

• An adaptive cycle component that guides users through all phases of the masterclass

• A new visual identity within the NPO style, focusing on expression, energy, and movement

• Motion design that makes growth and dynamics palpable in every part of the interface

• Tech safari in which the livestream and video solutions are defined

The result is a living platform where young talent grows, shares, and becomes visible.