2015
2023
Humboldt Campaign
The timeless magazine.
2023
Humboldt Campaign
The timeless magazine.
2023
Humboldt Campaign
The timeless magazine.
Staying relevant in the digital age is the greatest challenge for legacy brands. When Humboldt, Goethe-Institut's digital magazine, transitioned to a fully virtual format, we were selected to rethink its communication and ensure that its voice continued to resonate amid digital overload. To keep its heritage alive, we created a unique identity balancing intellectual depth with contemporary language, proving that quality content can—and should—shine even in the screen-saturated environment. With distinctive design and an innovative editorial approach, Humboldt remains a reference point in cultural dialogue between Germany and South America, demonstrating that tradition and innovation are not opposites but strategic allies.
Staying relevant in the digital age is the greatest challenge for legacy brands. When Humboldt, Goethe-Institut's digital magazine, transitioned to a fully virtual format, we were selected to rethink its communication and ensure that its voice continued to resonate amid digital overload. To keep its heritage alive, we created a unique identity balancing intellectual depth with contemporary language, proving that quality content can—and should—shine even in the screen-saturated environment. With distinctive design and an innovative editorial approach, Humboldt remains a reference point in cultural dialogue between Germany and South America, demonstrating that tradition and innovation are not opposites but strategic allies.
Staying relevant in the digital age is the greatest challenge for legacy brands. When Humboldt, Goethe-Institut's digital magazine, transitioned to a fully virtual format, we were selected to rethink its communication and ensure that its voice continued to resonate amid digital overload. To keep its heritage alive, we created a unique identity balancing intellectual depth with contemporary language, proving that quality content can—and should—shine even in the screen-saturated environment. With distinctive design and an innovative editorial approach, Humboldt remains a reference point in cultural dialogue between Germany and South America, demonstrating that tradition and innovation are not opposites but strategic allies.
Year
Year
Year
Year
2023
Project
Project
Project
Project
Humboldt: Awareness & Legacy
Service
Service
Service
Service
Marketing Campaign
Duration
Duration
Duration
Duration
45 days
Issues We’ve Mapped
Humboldt faced serious digital positioning challenges: a design that got lost among competitors, communication that reduced its rich intellectual collection to a few trite topics, and content out of sync with Instagram's demands. Worse: its visual and editorial identity risked becoming obsolete, failing to capture the attention of new generations. The biggest challenge was building awareness in a saturated market, where even editorial excellence can go unnoticed without the right visual language.
Humboldt faced serious digital positioning challenges: a design that got lost among competitors, communication that reduced its rich intellectual collection to a few trite topics, and content out of sync with Instagram's demands. Worse: its visual and editorial identity risked becoming obsolete, failing to capture the attention of new generations. The biggest challenge was building awareness in a saturated market, where even editorial excellence can go unnoticed without the right visual language.
Humboldt faced serious digital positioning challenges: a design that got lost among competitors, communication that reduced its rich intellectual collection to a few trite topics, and content out of sync with Instagram's demands. Worse: its visual and editorial identity risked becoming obsolete, failing to capture the attention of new generations. The biggest challenge was building awareness in a saturated market, where even editorial excellence can go unnoticed without the right visual language.
Solution Proposal
We've rebranded the magazine with a striking visual identity that stands out in the feed. We've broadened the thematic scope, moving beyond sustainability to explore the full intellectual potential of the publication. Additionally, we've created modern, customized content for Instagram, using dynamic formats that engage with today's audience. Finally, we developed a memorable awareness campaign, positioning Humboldt as a contemporary cultural authority - relevant, connected, and impossible to ignore.
We've rebranded the magazine with a striking visual identity that stands out in the feed. We've broadened the thematic scope, moving beyond sustainability to explore the full intellectual potential of the publication. Additionally, we've created modern, customized content for Instagram, using dynamic formats that engage with today's audience. Finally, we developed a memorable awareness campaign, positioning Humboldt as a contemporary cultural authority - relevant, connected, and impossible to ignore.
We've rebranded the magazine with a striking visual identity that stands out in the feed. We've broadened the thematic scope, moving beyond sustainability to explore the full intellectual potential of the publication. Additionally, we've created modern, customized content for Instagram, using dynamic formats that engage with today's audience. Finally, we developed a memorable awareness campaign, positioning Humboldt as a contemporary cultural authority - relevant, connected, and impossible to ignore.
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