Projects
The "Kultura z velikim K" title with a giant red K, over a phone showing its TikTok profile.
"Cukrarna" in white, its k a red block K, over the gallery's white concrete hall, framed in blue.
Ten versions of the Kultura z velikim K lockup on black, each with a differently drawn K in its own colour.
The Kultura z velikim K lockup with a green K, over two people in a black-and-white chequered tunnel.A phone leaning on a ledge, open on the @kulturazvelikimk TikTok profile with its red K avatar.
"Bežigrajska galerija 2" in white with a pink blob-shaped K, over the gallery's glass entrance, on beige.

Kultura z velikim K

2025
Muzej in galerije mesta Ljubljane
Branding, Art direction
🥈 SOF Silver — Art Direction • With DROM Agency × Marko Klemen

Museums don't have an image problem. They have a communication problem.

For Muzej in galerije mesta Ljubljane, we created a bold visual identity designed to meet a new generation where they already are—on TikTok. Instead of asking young people to come to culture, we brought culture into their world.

At the heart of the identity is a playful interpretation of the letter K, adapting across MGML's different locations while creating one recognisable visual system. Combined with vibrant colours, bold typography and an unapologetically digital-first approach, the identity transforms culture from something that feels distant into something worth sharing, exploring and talking about.

Because culture doesn't need to become less interesting.

It just needs to speak the right language.

Turns out museums have a great sense of humour. They just needed a TikTok account to prove it.