Every two years, the city of Erfurt selects a cultural theme to celebrate its creative community. In 2020, under the motto “Kultur bildet Stadt,” the goal was to spotlight cultural richness and support local artists and institutions. Yet the year also brought unexpected challenges: the pandemic drastically limited physical gatherings and cultural events.

Together with the city, we developed a campaign that made culture visible even when stages, theaters, and venues remained closed. At the core of the visual identity stood a dynamic 3D animated curtain — a symbol of anticipation, transformation, and the shared cultural experience. This motif appeared across digital channels and a six-month poster campaign that brought color, movement, and optimism to the cityscape.

Through interviews, online formats, and storytelling, we placed cultural actors at the forefront and gave their voices a platform during a time of distancing. The campaign not only strengthened visibility for Erfurt’s diverse scene but also fostered a renewed sense of community and belonging. Despite the circumstances, culture remained present, vibrant, and unifying.