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Boldness is the hardest thing to design. It’s also the most important.


++ Arts & Culture ++
  1. Film Festival Cologne
  2. V-Bank Art Collection
  3. Hauser & Wirth
  4. Berlin Global
  5. Federal Cultural Foundation
  6. Forum of Cultures
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  8. Berlin Opera Foundation
  9. Dresden Music Festival


++ Industry & Associations ++
  1. Röchling
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  3. Federal Music Accosiation Choir & Orchestra
  4. Hidden Values
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Federal Music Association Choir & Orchestra



BOROS × Bundesmusikverband Chor und Orchester e.V. / 2021–2022
Art Direction Programme Identity and Website: https://impuls.bundesmusikverband.de/
            Making a federal funding programme feel like a movement — giving amateur music across Germany a face worth rallying behind. Launched in 2021 as part of the federal NEUSTART KULTUR programme, IMPULS was a €26.7 million funding initiative for amateur music ensembles in rural and structurally weak areas — choirs, orchestras, and bands brought to a standstill by the pandemic, now in need of a fresh start. The BMCO, Germany’s umbrella association for 100,000 amateur music ensembles, needed a programme identity that could carry both the scale of that ambition and the warmth of what it was actually supporting: people making music together.






            The IMPULS identity was developed in direct dialogue with the BMCO’s existing umbrella brand — a sub-brand that extends the parent system rather than competing with it. The key visual takes its structure from Germany's federal makeup: sixteen states, represented as a unified whole. A form that speaks to solidarity and nationwide reach without resorting to the visual language of bureaucracy.









            When relaunching the website, the content architecture and interface were fundamentally restructured. The focus shifted from administrative information to human impact — dynamic imagery, curated project reports, and an interactive map that makes the programme’s geographical reach tangible, showing funded projects across the country in real time.
Mark

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