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The Deutsches Museum is the largest science museum in the world. Founded in 1903, it has 5 locations with more than 13 km2 of exhibitions, showcasing a unique collection of over 125.000 scientific hallmarks. While renovating the first half of the museum, the question is: how do you reposition a museum that is over a century old with a collection of pretty much everything to a new audience in a fresh and modern way?
Everything is quite a lot. Whereas other museums or institutions have to choose one part of their collection and make it the stronghold of their communication, the Deutsches Museum’s collection is so diverse that picking one thing would never do it justice. Therefore, the new proposition makes the diversity of the collection its strength: ALL IS SCIENCE. Because, after all, science is the cornerstone to understanding the world we live in.
To show ‘ALL’ in an orderly way, a selection of 400 collection objects are ordered in a scientific grid that resembles “Wunderkammers” from way back. “ALLES” (ALL) becomes a wordmark that returns on most prominent assets.
With a clear tone of voice that relates everything around us to science and a flexible grid structure, we built a campaign that presents ALL as science and the Deutsches museum as the place to experience it.
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