LWL Museumscard | Graphic Design

Graphic design

LWL Museumscard 2025 | 2026

We craft the strategic core of your brand—defining its positioning, values, and purpose. With clear narratives and a focused identity, we build brands that are relevant, credible, and built to last.

Colorful ticket-inspired design with overlapping pastel-colored rectangles, used as key visual for the LWL Museumscard campaign.

Graphic design

Exhibition view with taxidermy tigers at an LWL museum, part of the Museumscard campaign showcasing the variety of museums in NRW.

LWL Museumscard 2025 | 2026

For the LWL Museumscard, we developed a cross-media advertising concept that highlights the diversity of the LWL museums. With strong claims, striking imagery, and unique design elements, the campaign inspires visitors to discover the entire museum world of LWL and LVR.

Advertising visuals for the LWL Museumscard with colorful ticket designs and claims highlighting the variety of 34 museums in NRW.

Poster for the LWL Museumscard campaign displayed in a subway station, showing ticket design with the claim ‘Dein Ticket für die Kunst, die hängen bleibt.

The LWL Museumscard gives access to 34 museums across North Rhine-Westphalia for a whole year with all admission fees included. Our task was to create an eye-catching advertising campaign that communicates the value of the card and makes the wide range of LWL museums visible. The developed claims emphasize the richness of the cultural offer and invite audiences to explore museums in an emotional and accessible way.

Aerial view of the LWL open-air museum with traditional half-timbered houses surrounded by forest, part of the LWL Museumscard campaign.

Flyer for the LWL Museumscard showing a dinosaur skeleton and gear with the claim ‘From dinos to steam engines – your ticket for 34 adventures.’ Inside: map of NRW highlighting 34 LWL and LVR museums.

Layout Description

To match the claims, we curated and rasterized images, turning them into recurring visual elements across the campaign. Inspired by colorful tickets of different shapes and shades, we created a design system that conveys the idea of a museum journey while ensuring strong recognition. This visual approach runs consistently across all formats—from print ads and posters to social media and digital screens in the museums—building a coherent identity for the Museumscard communication.

LWL Museumscard with colorful ticket pattern background, valid for 34 museums across NRW.

The campaign for the LWL Museumscard highlights the diversity of 34 museums across NRW. With bold claims, curated visuals, and colorful ticket-inspired design, it creates a consistent and engaging identity across all media.

Smartphone showing LWL Museumscard campaign post on Instagram with claim about wild encounters.

realization

Client

LWL Kultur

Discipline

Graphic Design

Services

Graphic Design

collaborators

Julia Perkhöfer (Naming)

Timeline

2025

La fin