The National Museum for World Cultures is a cluster of four large ethnographic museums, who explore world cultures - from global citizenship to unique individuals.
We were challenged to unify the different museums under one brand, while keeping their original names. In close collaboration with the museums we developed a brand strategy, tone of voice and visual identity. These display National Museum for World Cultures as a portal for cultural encounters, to celebrate the uniqueness as well as the interaction among cultures. With this we dittoed the brand’s core: creating unity, while leaving enough space for individuality.
The identity is built around the fundamental structures of how cultures interact with each-other. It shows that culture consists of groups of individuals with unique characteristics, sharing a set of values and believes. This concept is the main structure in all brand components, and is implemented across a range of different items and campaigns. It embodies the approach of NMWC: looking at world cultures as a wide canvas full of individual cultural expressions, shown in a larger context.