Openness as a Brand Commitment

Culture

The Klassik Stiftung Weimar is one of Germany’s largest and most significant cultural institutions. It brings together more than 27 museums, historic residences such as the Goethe and Schiller houses, castles, parks, and scientific institutions—twelve of which are designated UNESCO World Heritage sites. Every year, the Klassik Stiftung Weimar dedicates itself to an annual theme, welcoming children and adults to a diverse program.

In 2026, Stan Hema was commissioned to strategically and creatively guide the development and implementation of the communication concept for the theme year "Öffnen" (Opening).

As their partner, we took on full responsibility, starting from the initial guiding idea all the way to the launch campaign. Our goal was to create communication that makes openness tangible. We wanted to explore: How can openness be experienced through the brand? Our answer is the guiding communication idea "Offen bleiben" (Stay Open). It taps into the current social context and is a playful nod to the grand reopening of the Stadtschloss and the upcoming closure of Goethe’s Residence for renovations. This leitmotif serves as a design principle, a verbal anchor, and a connecting element for the entire communication.

To visualize this feeling, we worked with a generative design tool. This allowed us to create fluid gradients, soft transitions, and open spaces that symbolize constant movement. Supported by a joyful, vibrant color palette, the design reflects the diversity of an open society. The result of our collaboration is a series of approachable media and spatial encounters, showing that culture—and therefore the foundation—are a vibrant, open process.