Richard Wagner Museum
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Ambient Media and Outdoor Advertising
Details
Who was Wagner, really? The Richard Wagner Museum Bayreuth’s 2024 summer exhibition sheds light on the man behind the composer. The visual design concept of the exhibition "Mensch Wagner" emphasizes Wagner’s fondness for bold colours. All communication materials were developed using a four-colour scheme inspired by this palette. To enhance the impact of the out-of-home campaign throughout the city, the posters can now, for the first time, be seen in four different colours all across Bayreuth.
The Jury‘s Statement
Between the festival season, dense visual competition and the long-established Wagner myth, Baier Creative chose a clear counter approach: exhibition communication that places the person at the centre and remains immediately legible in the urban space. Its connection to the museum brand ensures continuity, while typography, the bust motif and four colour variants create a distinct identity. The fact that the posters appear across the city in changing colours increases visibility not through volume, but through a precisely constructed system.
