NRW Kulturmarke

Surprisingly different.


  • Ministry of Culture and Science of North Rhine-Westphalia
  • 2020–


  • Insights
  • Narrativ


  • Visual Identity
  • Verbal Identity
  • Content Production


  • Vision/Mission
  • Communication
  • Coaching

Define and develop the NRW cultural brand – and make it something people can experience! This contract from the Ministry of Culture and Science of North Rhine-Westphalia saw us dive deep into the culture of the most populous federal state in Germany. Our goal was to understand what the extraordinarily diverse scene is like, who its driving forces are, what distinguishes them and what role the Ministry has set for itself. We formed a narrative through interviews and workshops and consolidated it through other dialogues before we even started to think about a campaign.

It was this very process which forced us to sum up the essence of the NRW cultural brand. What is at its heart? What does it mean to the people? North Rhine-Westphalia’s art and cultural scene is bold, uncompromising, unbiased and uncontained. It is the backbone of North Rhine-Westphalia and gives people confidence, security and peace of mind. Due to the history of this federal state, art and culture are more democratic there than elsewhere, and are more open to everyone and everything. Culture in North Rhine-Westphalia is indeed surprisingly different.


From this idea a campaign was born; a campaign to present creative artists and their projects and re-establish the Ministry-subsidised online magazine as THE cultural magazine in North Rhine-Westphalia and the medium to communicate and consolidate the narrative on a long-term basis. And so, the NRW cultural brand will grow. Our next steps are to advise the Kulturkenner team on the relaunch, including UX concepts and UI design. To offer inspiration on how to use the narrative for new promotions and subject areas. And to create text-based content in line with visual and linguistic guidelines designed to integrate the narrative into Ministry of Culture and Science communications.


Editorial staff Kulturkenner

Contact person

Mathias Illgen
Brand consulting, Managing director

Tanja Fiedler
Communications consulting, storytelling


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