3xHammer umbrella brand

2017 marks 500 years since Martin Luther is said to have nailed his thesis to the door of Wittenberg’s castle church. For this anniversary, three renowned museums teamed up to create three unique exhibitions in different cities on the topic of “Reformation”. 

To activate target groups that are not already cultural enthusiasts, an eye-catching umbrella brand was created using loud colours and a bold key visual – the hammer. It refers to the historic event that started the reformation, furthermore “Hammer!” translates into “awesome”. The brand bundles all marketing activities and still allows the museums to communicate their own motifs.


Staatliche Geschäftsstelle „Luther 2017“


kleiner und bold, 2016