Noord: Concept and branding for umbrella brand "Museumsquartier Bern"

The Museumsquartier Bern is located between Helvetiaplatz and Kirchenfeldstrasse. The eleven cultural and educational institutions have a common goal - to make their diverse cultural offerings more visible with a new image.

To this end, Noord worked out the positioning and developed a concept. The aim was to create a strong umbrella brand that would unite all the hotels and develop appeal with a clear message. "Bundling communication, defining a common direction and preserving diversity - a task that particularly appealed to us," says CD and Co-Managing Director Roger Mazzucchelli.

The central positioning facets were developed in close cooperation with the eleven institutions in a brand workshop. The brand character is changeable and open - and it is precisely these characteristics that give the new umbrella brand its strong identity. This concept positions the Museumsquartier Bern as a uniform address that appeals to both visitors and the local population.

Like the design language of the figurative mark and logo, the colors also come from the neighborhood. The photographic documentation created on site formed the basis for a color scheme that reflects the diversity of the institutions and matches the positioning.

The umbrella brand can currently be seen all over the city on posters and even with an installation in the district. The newly designed website provides clear digital access to the wide range of offers.

Web development: Arillo.com. Video sequences: Digital custom work.