The Château de Montbéliard is entering a new era: renamed Museum of the Castle of the Dukes of Württemberg, it is pairing its renovation with a contemporary identity and a multi-year communication strategy.

In the public realm, the campaign appears through MUPI posters, flyers, and invitation cards. Each asset stages a character built from collage (historic head, contemporary clothing), a crown sketched in chalk as a nod to the princely heritage, and the yellow line that structures the information. Headlines highlight the slogan “Explore the eras” and the new historical circuit to combine emotion, clarity, and a territorial call to action.

On the web, the landing page acts as the editorial entry point and surfaces key information: an interactive map of the spaces, an explanation of the new historical route, an events calendar, a countdown to opening, historical milestones, and highlights of the major transformations, together with an invitation to (re)discover Montbéliard through the museum. The page embeds the animated signature to assert a strong identity from the first screen.

The campaign establishes an immediately recognizable art direction that extends the official guidelines while making them more expressive and accessible to the public. It builds momentum toward 2028, structures the messaging around the museum’s transformation, and enables multi-channel distribution with a single visual grammar.