Coaching in de Cultuur assists individuals and organisations in the arts and culture sector. The assignment included a website and house style in which the existing egg shape had to be used as a metaphor for a new start. Coaching in de Cultuur originally started out under the title ‘Carrières of barrières in de kunsten’. During the design process, however, it was decided to change the name to make it more dynamic and to better represent the activities undertaken.