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Hamburger Bahnhof Wayfinding & Signage System

Project service: Strategy

Hamburger Bahnhof

Wayfinding & Signage System

The path becomes part of the narrative: offering orientation between space and artwork during the museum visit.

ClientHamburger Bahnhof – Nationalgalerie der Gegenwart

ServicesConsulting
Creative Direction
Campaign Strategy & Design
Wayfinding & Signage Systems
Printed Media
Barrier-free

BackgroundWe continuously support the Hamburger Bahnhof – Nationalgalerie der Gegenwart in the development and implementation of its communication strategy. A key element of this work is visual communication within the museum, encompassing wayfinding systems, signage, wall texts, digitale media stations, object labels, as well as related publications, posters, flyers, and merchandise.

Our designs are conceived as an integral part of the curatorial narrative. They structure the space, provide orientation, and enhance the communication of content, always responding sensitively to the architecture, exhibition concept, and audience. The result is a series of visual systems that evolve with each exhibition, animating the Hamburger Bahnhof as a dynamic site for contemporary art.

CuratorsSam Bardaouil
Till Fellrath

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The atmosphere of the museum is shaped by our wall texts, labels, animations and guidance systems – a visual experience that we are continuously developing.

Hamburger Bahnhof Leitsystem Hamburger Bahnhof Leitsystem
Hamburger Bahnhof Leitsystem Rosa Hamburger Bahnhof Leitsystem Rosa

We designed and programmed media stations that add an audiovisual dimension to the Joseph Beuys exhibition, providing context and background information alongside personal perspectives, including original recordings of contemporary witnesses.

Permanent Exhibition, Joseph Beuys

Joseph Beuys
Joseph Beuys

Exhibition «embrace», Klará Hosndedlová

Exhibition «Singing in Full Color», Semiha Berksoy

Semiha Berksoy
Semiha Berksoy

Exhibition «Keep Walking», Marc Bradford

Marc Bradford
Marc Bradford

Exhibition «Many Worlds Over», Ayoung Kim

Ayoung Kim
Ayoung Kim

Exhibition «Devouring Lovers», Eva Fàbregas

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Taipei Biennial
2025

The 14th Taipei Biennial brings together artists who probe the unresolved pull of longing within Taiwan’s layered historical landscape.

ClientTaipei Fine Arts Museum

ServicesConsultancy
Strategy
Visual Identity
Print Media
Poster Campaign
Banner
Catalogue
Motion Design

BackgroundWhispers on the Horizon sets the tone for a visual identity shaped by attentiveness rather than assertion. Our design grows from the exhibition’s landscape of yearning, historical sediment and architectural presence — a context that resists simple translation. We developed a system that works through clarity and restraint, allowing the nuances of the newly commissioned and site-specific works to surface without being overshadowed. The identity remains flexible enough to follow the exhibition’s many voices while offering a calm structural frame. In this balance of openness and precision, the design echoes the curatorial approach and lets the Biennial’s atmosphere unfold on its own terms.

Our visual identity translates the atmosphere of quiet tension into a clear, responsive design.

CIOU Zih-Yan 邱子晏

Calm motion fragments clash and reconfigure, hinting at rupture and emergence. This marks a shift towards a more experimental and forward-looking energy, presenting the Biennale as a space of transformation and speculative play.

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Ivana Bašić 伊凡娜・巴希奇

Exhibition views

Ivana Bašić 伊凡娜・巴希奇
Ivana Bašić 伊凡娜・巴希奇
Ivana Bašić 伊凡娜・巴希奇
Omar Mismar 歐馬爾・米斯馬爾
Nari Ward 納里・沃德
Álvaro Urbano 阿瓦羅・烏爾巴諾
Mona Hatoum 莫娜・哈透姆
Tobias Zielony 托比亞斯・茲耶羅尼
Sung Tieu 蕭 崇
Ivana Bašić 伊凡娜・巴希奇
Ivana Bašić 伊凡娜・巴希奇
Ivana Bašić 伊凡娜・巴希奇
Omar Mismar 歐馬爾・米斯馬爾
Nari Ward 納里・沃德
Álvaro Urbano 阿瓦羅・烏爾巴諾
Mona Hatoum 莫娜・哈透姆
Tobias Zielony 托比亞斯・茲耶羅尼
Sung Tieu 蕭 崇

Typographic pairing

For the Latin texts we selected Exposure (205TF) to establish a stronger, more distinctive typographic signature that resonates with the Biennale’s themes of precision and poetic fragility.

GenWanMin is a contemporary Taiwanese Ming-style serif with open counters and subtly rounded terminals, perfectly balancing tradition and legibility. 

Its moderate stroke weight and pronounced contrast harmonize with Exposure’s serif details, creating a cohesive visual dialogue between Latin and Chinese text.

Afra Al Dhaheri 阿夫拉・阿達希里
Ivana Bašić 伊凡娜・巴希奇

Taipei views

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ENGLISH

Stadttheater Ingolstadt

Stadttheater Ingolstadt welcomes the city into a future of cultural exploration and inclusive community engagement.

ClientStadttheater Ingolstadt

Year2024–ongoing

ServicesCreative Direction
Visual Identity

Strategy
Print Media
Workshops
Motion Design

BackgroundWith its new team, Stadttheater is embarking on a new artistic journey that embraces the cultural richness of Ingolstadt. The opening campaign, which features multi-lingual and multi-scriptual greetings across Ingolstadt, embodies the theatre’s commitment to inclusivity, ensuring that all citizens of the city feel represented and invited to join this exciting new era. The theatres identity captures the balance between the classical traditions and the contemporary artistic expression. The design serves as a bridge between past and future, reflecting the theater’s ambition to engage a wide audience while honoring the cultural richness of Ingolstadt. This approach ensures that the Stadttheater remains not only a cultural landmark but also a hub for connection and creative growth in the community.

Directional TeamOliver Brunner
Sonja Walter
Julia Mayr
Myria Biel

The word mark of the Ingolstadt City Theatre consists of an extremely cursive serif font (Synt Turbo by ABC Dinamo), which combines classic elegance/tradition with modern dynamism and marks the new beginning of the theatre. History and tradition are catapulted into the future – the orientation is clearly forward-looking, and the unusual aesthetics of the ‘turboised’ typeface underline the artistic aspect of the theatre. The signet shows a playfully curved shape that can be seen as an ‘S’ – the initial letter of the municipal theatre – but at the same time leaves plenty of room for interpretation. Viewers can discover a mask, a face or other artistic elements in it.

The Intercultural Campaign, designed in 30 languages and more than 10 writing systems, marks the kick-off of the new season and welcomes each and everyone to the theatre.

The 24/25 season campaign clearly emphasises the signet. We pick up on the striking storylines of the individual plays and customise the signet visually.

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Large crowd in front of a large museum with two towers and illuminated arches. Picture in the evening

Hamburger Bahnhof

Hamburger Bahnhof follows a strict philosophy: A museum for the public showing art for everyone.

ClientStaatliche Museen zu Berlin

Year2023–ongoing

Services 
Brand Strategy
Consultancy
Workshops
CI Concept
Visual Identity
Creative Direction
Style Guide
Campaign Strategy and Design
Print Media
Signage System
Merchandise
Motion Design
Social Media
Web Design
WordPress CMS Programming
Online Exhibition
Accessibility

BackgroundHamburger Bahnhof – National Gallery for Contemporary Art – is one of Berlin’s most important art institutions. Located in a historic train station building, the museum plays a central role in the dialogue between art and society. To underline this active function, we developed a new visual identity for Hamburger Bahnhof, with a variable ‘H’ at its centre, abstractly symbolising a track module as a link between art and discourse – bringing art and society together, promoting exchange and communication. The customisable geometric shapes, combined with clean typography, reflect the museum’s flexibility and its important role in an ever-changing social landscape.

DirectorsSam Bardaouil
Till Fellrath

Two men sit in chairs on a stage and give a lecture. In the background, the entire wall is covered with posters. These are colorful and have large lettering and spaces Two men sit in chairs on a stage and give a lecture. In the background, the entire wall is covered with posters. These are colorful and have large lettering and spaces
Green/purple poster filled with large lettering, surfaces and logos Green/purple poster filled with large lettering, surfaces and logos
Green/black poster filled with large lettering, surfaces and logos Green/black poster filled with large lettering, surfaces and logos
Round museum reception and ticket sales made of black wood. In the background is the Round museum reception and ticket sales made of black wood. In the background is the
Wooden room with glowing lettering in the background. Small black lettering with dates and text in the foreground above exhibition boxes Wooden room with glowing lettering in the background. Small black lettering with dates and text in the foreground above exhibition boxes
Guidance system with very large lettering and arrows. Beach chairs stand in front of it and a staircase can be seen Guidance system with very large lettering and arrows. Beach chairs stand in front of it and a staircase can be seen
Beach chair with Beach chair with
Staging of the green/purple bag with large lettering where plants are contained. Young man holds the bag in front of a white wall Staging of the green/purple bag with large lettering where plants are contained. Young man holds the bag in front of a white wall
Double page filled with headline and reading text in German and English Double page filled with headline and reading text in German and English
Image placed on both pages, showing an outline drawn artwork of a person Image placed on both pages, showing an outline drawn artwork of a person
Staging of the exhibition catalog Staging of the exhibition catalog
Double-page spread with a large image that fills one and a half pages, with a small source text in the corner Double-page spread with a large image that fills one and a half pages, with a small source text in the corner
Opened textpage with large headline infront of a green backround Opened textpage with large headline infront of a green backround
Double page with two-column text on the left-hand side and a black page with a large white heading Double page with two-column text on the left-hand side and a black page with a large white heading
Violet brochures with images and black type on a pinkish abstract ground Violet brochures with images and black type on a pinkish abstract ground
Double-sided leaflet with green lettering and grayed-out images showing the program Double-sided leaflet with green lettering and grayed-out images showing the program

With the open-air concert series Berlin Beats in the museum’s garden, Hamburger Bahnhof celebrated Berlin’s electronic music culture on twelve summer evenings. The music of the Berlin artists ranges from experimental sounds to hard beats and reflects the vibrancy of the city.

Große Veranstaltung vor dem Museum. Rosafarbener Abendhimmel mit beleuchteten Bögen des Museums. Große Veranstaltung vor dem Museum. Rosafarbener Abendhimmel mit beleuchteten Bögen des Museums.
DJ set in the foreground with lots of people in the background. At night with blue light DJ set in the foreground with lots of people in the background. At night with blue light
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