Ideas become identity: we are designing a strong brand identity for the 2026 State Garden Show in Ellwangen. The horticultural show is literally bringing Ellwangen into flow – spatially, creatively and in the way people think. We are translating this change, which can already be felt everywhere in the town, into a modern visual identity based on existing elements of the corporate design that conveys dynamism and joie de vivre.
Colorful and full of illustrations that show people in motion – our cross-media campaign gives the State Garden Show an unmistakable face. Particularly striking: the stylized lily as the central trademark, which runs consistently through all advertising media. With color variations, we enable the flexible further development of future campaign steps. We bundle all important questions clearly on the website.
With powerful advertising motifs, large areas, a site plan, a guidance system for orientation and our own sponsor magazine, we are implementing the campaign motto “Lust for change” in its entirety. It is played out editorially via advertisements and the magazine, while eye-catching bus stickers in illustration style reach people in the cityscape.
The State Garden Show is also making itself heard acoustically – with humorous radio spots, staged as a dialog between the calendar app and the user and as a lively family scene at the dinner table. In this way, the anticipation of the major event is brought into people’s everyday lives in a charming and intergenerational way on local radio and on Spotify.
