Branding Culture Works


CONTEXT exam @DMJX, Danish School of Media & Journalism

CLIENT Culture Works, Aarhus-based Event & Culture Management

ASSIGNMENT find a way of branding "the kings of culture" in a new city/market using social and traditional media, without compromising Culture Works current status and aestetics



Our group decided to find inspiration for a solution for CW, by spending time on their turf - Aarhus (European capital of culture 2017). The very foundation for CW's DNA can be found in Aarhus, where they are the go-to guys when it comes to cultural events. This position is unique and well deserved, as the company insists on doing everything by heart and hand and present a very different approach to event management than the average event agency. 

We decided to take a unique approach as well. With inspiration from the alter ego wave seen in the contemporary podcast culture we decided to build an ethical, cool and outspoken persona. But a reversed persona - not for specifying the target audience, but for speaking to them. We called the persona the Cultural Capitalist, to underline CW's key messages: culture creates profit for companies. 



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