God is in the details

Culture

With the Neue Nationalgalerie in Berlin, German-American architect Mies van der Rohe realised his vision of a universal space for the first time. His mantra, ‘God is in the details’, was the starting point of our work for the reopening of the building in 2021: the development of an umbrella brand design system and four-phase campaign for the new beginning.

The Neue Nationalgalerie am Kulturforum is the Berlin National Gallery’s museum for modern art, primarily focused on the 20th century. Opened in 1968, the building is considered an icon of classical modernism. Due to extensive renovations, the Neue Nationalgalerie was closed from 2015 to 2021.

At the beginning of our work, we developed an umbrella brand strategy that brought all the exhibitions and events together under the main brand in a recognisable way. The four-phase campaign for the reopening was created on that basis. In phase 1 (April 2021), we created a buzz among the public to anchor the museum building in people’s minds and to build anticipation about the reopening. We then built up the new image and provided information about the opening date in August. In stage three, we encouraged people to visit and imparted background knowledge about the gallery. Stage four transferred the communication into the regular exhibition programme.

The visual language was characterised by simplicity and reduction to the essential: just one font from the typeface Matter from Displaay Type, monochrome surfaces, lines and a grid in the background – all able to be flexibly combined with one another. The slogan ‘Die Neue’ (The New) combines fact, commitment and attitude: it refers to the building completely renovated by David Chipperfield and distinguishes itself from the Alte Nationalgalerie. Simultaneously, we self-confidently positioned the Neue Nationalgalerie as the trendiest museum in Berlin at the time.

‘The campaign idea from Stan Hema impressed us because it picks up on the architecture of the building in a visually brilliant and yet very subtle way. Mies van der Rohe’s motto was: less is more. Stan Hema has translated that wonderfully into a clear, fresh campaign.’ André Odier, Executive Director of Freunde der Nationalgalerie e.V.