GRIMMWELT Kassel: 10th anniversary campaign

Challenge: In 2025, GRIMMWELT Kassel faced the unique task of celebrating two significant anniversaries: the 10th anniversary of GRIMMWELT itself and the 20th anniversary of the Brothers Grimm's personal copies of the Children's and Household Tales being inscribed on the UNESCO Memory of the World Register. The challenge was to develop a campaign that not only communicated these dual occasions but also bridged the gap between the profound scholarly legacy of the Brothers Grimm and a broad, modern audience. The aim was to position GRIMMWELT as a vibrant cultural and educational venue in Kassel, honouring its historical significance while inviting active discovery, without appearing overly technical or antiquated. The campaign needed to strike a balance between respect for the heritage and a fresh, inviting aesthetic that would attract new visitors and strengthen existing connections. Approach: Machbar developed a strategic approach that embraced and creatively extended GRIMMWELT's core identity. The starting point was the existing logo, whose graphic lines provided the inspiration for the central campaign mechanism: by adding two stylised strokes, the number ten was subtly integrated into the familiar symbol. This minimal intervention created an instantly recognisable link to the anniversaries and simultaneously evoked the Brothers Grimm's handwritten comments and marginalia. Workshops defined the visual language and the message "Weitererzählen" (Keep telling the story) to bridge the historical heritage and active visitor participation. This included developing a modular design system that combined fairy tale motifs with bold colours and dynamic animation elements to create an aesthetic that was both playful and profound. Solution: The concrete implementation resulted in a comprehensive anniversary campaign that was visually and content-wise compelling. Machbar delivered a complete corporate design for the campaign, based on the clever logo device. This included a campaign key visual prominently integrating the "ten", as well as a flexible modular system for various applications. Specific design guidelines were created, defining the use of bold colours, modern typography, and a playful visual language that reinterpreted fairy tale motifs. A key component was the conception and production of motion design and animations that dynamically conveyed the campaign message "Weitererzählen" (Keep telling the story) and engaged digital channels. Additionally, content creation and copywriting were realised for various communication materials, from advertisements and social media posts to event materials, all linking the GRIMMWELT narrative with the anniversary. Result: The result is an anniversary campaign that achieves high recognition and successfully positions GRIMMWELT Kassel as a dynamic cultural venue. Through the intelligent use of the existing logo and the development of a modular system, consistent brand management was ensured across all communication channels. The "Weitererzählen" (Keep telling the story) campaign creates an emotional connection with the audience by presenting the rich heritage of the Brothers Grimm in a modern and accessible way, inviting interaction. The developed design and content elements are scalable, enabling GRIMMWELT to flexibly disseminate its message across various formats and media, from print to digital. This not only strengthens visibility and visitor numbers but also solidifies GRIMMWELT's importance as a central player in Kassel's cultural life and beyond.

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