- Communication concept
- Exhibition graphics
- Media planning and management
As part of the European Capital of Culture Chemnitz 2025, we are designing the key visual and the graphic concept for the special exhibition Tales of Transformation at the Chemnitz Industrial Museum. We also developed the exhibition title and oversaw the entire exhibition marketing.
The special exhibition highlights the development of the city of Chemnitz from an industrial production centre to current transformation processes and draws parallels with European twin cities. The museum's curation team and the exhibition designers from whitebox literally place Chemnitz at the centre. Visitors can develop their own perspectives on the future at interactive stations, which are presented in an immersive show. Key themes and locations can be explored from the centre of the exhibition. The focus is primarily on the stories of the people who work, live or create there today. We oversee both the planning and the realisation of the marketing concept. We are also responsible for the conception and realisation of the exhibition graphics.
In a naming workshop with the client, we were able to develop the title of the exhibition and the key visual. The advertising measures surrounding the exhibition will continue throughout the entire exhibition period and are primarily aimed at interested people and tourists who are on site as part of the European Capital of Culture Chemnitz 2025. Overall, we offer the Industrial Museum complete marketing support: We take care of strategy development, action planning, action implementation and also communication with service providers.
In addition to the campaign, we develop the graphic concept, which runs like a common thread through the exhibition in terms of typography and formal aesthetics. To this end, we defined the use of type and layouts and designed information graphics. In total, we used over 100 square metres of support material, including banners, light boxes, information boards and more. We also take on the preparation of exhibits and the production of graphic elements and print media. In addition, we conceptualised a museum rally for children and designed a folding map for discovery tours through Chemnitz.
The campaign strategy is based on the communication strategy of the entire industrial museum and fits in with existing offers. Due to the budget, the framework conditions and the target group, the museum ventured into guerrilla measures for the first time in addition to classic out-of-home advertising. Chalk stancils were distributed on pavements in the city and artistic interventions were staged in public spaces. We also developed accompanying posters, advertising on public transport in the form of a wrapped bus and social media ads, which are new for the museum in this form.
To inspire even the youngest visitors, we designed the museum rally to be graphically appealing and easy to understand. Overall, the graphic elements of the special exhibition are reminiscent of urban development processes that are characterised by the merging and further development of individual elements. We take up these processes graphically and develop forms and elements that are reminiscent of further development, movement and transformation.
As the special exhibition is taking place as part of the European Capital of Culture Chemnitz 2025, the entire campaign design was harmonised with the existing Capital of Culture design. For example, the colour scheme for the frame and the naming of the partners were taken into account. As many tourists are expected to visit Chemnitz as a result of the European Capital of Culture, the marketing measures are designed to reach them. This enables the Industrial Museum to reach new target groups in such a focussed and comprehensive way for the first time.
