Dreven, Gaarden & Zichten, Public Engagement in The Hague Neighbourhoods

The Municipality of The Hague launched a 20-year urban transformation programme in the Southwest districts of Dreven, Gaarden and Zichten. The objective was to replace outdated social housing, improve public space and create long-term opportunities for residents.

To ensure sustained resident involvement throughout the redevelopment process, BRAND The Urban Agency developed a long-term public participation strategy.

Jetpack translated this strategy into a clear, recognizable and scalable communication framework. In collaboration with Koos Dekker, we developed the campaign identity and delivered a comprehensive suite of communication tools. This ensured consistency, visibility and long-term recognizability across all touchpoints throughout the programme. The campaign illustrations were created by Ron Schuijt.

Why this worked

The programme brought together the Municipality of The Hague, Staedion and Heijmans. Each with distinct responsibilities but a shared objective. In a multi-partner structure with a long implementation timeline and multiple handover moments, consistent communication is not optional, it is a requirement.

Jetpack acted as the connecting constant within this complex governance structure. We safeguarded one coherent identity across all years and media, maintained alignment between stakeholders, and translated each programme phase into clear communication for residents. This ensured continuity, recognizability and trust, even as timelines and priorities evolved.