I founded Umlaut back in 2014 together with Isa van Weert. In 2015 Sjors Bazelier and Elene Hulleman joined forces. Our idea was to create a security for the future of artists and designers. We did that by creating a newspaper in which local businesses could advertise.
We approached 10 artists and 10 companies. The companies could make a top 3 of their favourite artists in order to choose one who was fitting the company. There where some favourites, but with some mediating, everybody was happy in the end.
The companies paid us in order to cover the costs for the artists and the production of the newspaper. Because of this model Umlaut could be picked up for free. What we got was a 24 paged newspaper with one spread for every company and illustrator. The adverts linked back to the visions of the companies, created by the artists. On the other half of the spread where interviews and contact data of both parties. Our goal was reached. Local businesses and artists where put on equivalent ground.
Every participant got 100 copies to spread. It was for cultural interested people the way to discover new hotspots. For example: if you took a copy in company A, you could read about company B. In company B you could read about company A. The businesses where not only promoting themselves and the artists, but also each other. It was a win win situation for all the participants.
In total we released editions of Umlaut.