Disruption meets creativity – and we’re right in the thick of it.
Quick Read
mcb—what? Every year, it takes place in Munich: Germany’s largest design event, the Munich Creative Business Week, or simply mcbw. With the aim of raising awareness of the mcbw, we eagerly took on the challenge of developing the 2023 annual theme, including event branding and the creation of the accompanying magazine. For us, it was a labour of love, as we firmly believe that design, creativity, and rethinking are the essential building blocks of the future—blocks that need to be properly assembled and arranged, and which we must discuss together.
Customer Challenge
To promote exchange and integration between the creative experts and the interested public, we created a rallying annual motto that succinctly captures what matters most right now: wresting the positive out of our disruptive times, discovering potential, and seizing opportunities. A motto that thematically unites the diversity of the mcbw—from partner events to Instagram stickers—stimulates profound discussions, and thus lends the mcbw greater relevance and visibility.
Solution
Munich is going pink! The theme of visibility was supported by a positive and confident design with a strong recognisability factor. Despite the highly flexible design system — built from three basic shapes — which allowed for every variation from zooming in (very close up) to zooming out (far away), the motifs placed extensively throughout Munich were unmistakable and radiated optimism and proactivity. In addition, the OOH measures were accompanied by numerous digital applications.
Insight & Impact
160 partners, 170 events, 333 speakers, 60,000 visitors — the numbers speak for themselves. The mcbw 2023 was a great success, and we are proud to have been a part of it. We look forward to next year!
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