The Château de Montbéliard enters a new era as the Museum of the Dukes of Württemberg, supported by a contemporary identity and a multi-year communication strategy designed to accompany its transformation.

The project develops a distinctive visual language across print and digital, blending historical references with contemporary codes. Collage-based characters, combining archival portraits with modern elements, embody the dialogue between eras, while a hand-drawn crown evokes the site’s princely heritage. A bold yellow graphic line structures the compositions and guides reading, reinforcing both clarity and recognizability. Centered around the slogan “Explore the eras,” the campaign promotes a new historical journey that is both educational and engaging.

Deployed across public space, editorial formats, and web, the system ensures consistency while remaining flexible. It creates a strong, accessible identity that builds anticipation and supports the museum’s repositioning leading up to its reopening.