The art collections, castles and gardens of the Staatliches Museum Schwerin – which include the castles Schwerin, Güstrow and Ludwigslust and the Galerie am Alten Garten in Schwerin – are a unique cultural treasure of international significance. But the general public had not yet realized the importance of these art collections, castles and gardens because communication had always focused on the individual buildings or exhibitions and not on the entire group.

MetaDesign joined forces with Johanssen + Kretschmer Strategische Kommunikation to create an umbrella brand that establishes the art collections, castles and gardens as one association of museums in the public eye. The castles Schwerin, Güstrow and Ludwigslust, along with the Schwerin art collection in the Galerie am Alten Garten, are the “state jewels” that set the tone for the museum association’s communication and visuals. Taken together, they enhance one another’s perception in the public eye while increasing their overall number of visitors, as seen by the crowds drawn by the “Oudry’s painted menagerie” exhibition shortly following the launch of the umbrella brand.