The Lenbachhaus museum in Munich conceived a Kandinsky retrospective in close cooperation with Centre Pompidou in Paris and Guggenheim in New York. For the Munich venue, a sponsor supported all communications. The brief was to create a new, image-based communications and media strategy in order to attract a broad German-speaking audience. Most people have heard the name Kandinsky, but fewer are as familiar with the painter’s work. So we began by using his name as a 'luxury' brand, without mentioning occasion, place, date or any other details. The new brand was presented to the public in September 2008 with a press advertisement and a classic outdoor poster campaign. At that stage, the URL was the only clue to identifying the exhibition. Later on, basic information was provided by attaching neon-coloured stickers to posters, billboards and press ads.
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