CASE Study

whiteBOX – Space to evolve

Branding in the cultural sector
#Brandcampaign#Corporate Design#Workshop

Brand building for a new cultural lighthouse project in Munich.
“Feeling” instead of consuming art and culture

Goal: Cultural lighthouse project for media art in Munich with unusual formats that have not been seen before.
Positioning: “Feeling” instead of consuming art and culture
The whiteBOX enters into dialogue with visitors and residents of the new Werksviertel urban quarter in Munich.


  • Communication in a wide variety of formats and art forms
  • Communication of over 25 events and exhibitions per year
  • Softening the constitutional barriers of the target groups
  • Becoming a strategically acting cultural brand in contrast to the anchored image of a “chaotic cultural enterprise” of competitors
  • Extremely low budget

Workshop, brand consulting, brand building, corporate design, overall campaigns, exhibition catalogues, out of home, social media, e-mail marketing

Only 3 years after its foundation, the whiteBOX is considered a discoverer of the extraordinary. The whiteBOX is perceived as the institution for digital media art. It receives a large and extremely positive media response in printed media as well as on the radio and in social networks.
Winning sponsors and supporters: Coca Cola, VHV Versicherungen, Beisheim Foundation, Stadtsparkassen Kulturstiftung, Stiftung Erlebnis Kunst, Cultural Department of the City of Munich, District of Upper Bavaria, Castringius Children and Youth Foundation.

The brand campaign wins twice at the German Brand Award for Excellence in Brand Strategy and CreationLighthouse Project of the Year & Brand Communication and at the Econ Awards in the category of Digital Media and Out OF Home / Media.


Values: The whiteBOX is barrier-free and open to all societies, sustainability and art are its DNA. Art is lived here, every day.

USP: So far there has been no comparable cultural project in Munich. The whiteBOX is already unique in its structure in Munich. That’s why it is fast, agile, flexible and able to pick up short-term trends, but at the same time still professional and follows a long-term strategy.

Right from the start, the communication strategy of Agentur Richter was to be present quickly and forcefully.