Foto für Schlösserland

Business stationery for the umbrella brand
Brief descriptions of the individual historical sites
A corporate brochure to be used as a holiday planning guide
Information flyer
Citylight poster campaign
Tram designs for the 800th anniversary celebrations in Dresden Web presence

Schlösserland Sachsen – A kingdom for an idea

The State Palaces, Castles and Gardens of Saxony include 23 listed buildings from some 1000 years of Saxon history, including, for example, Pillnitz Palace, Moritzburg Castle, Albrechtsburg Castle in Meissen, and the Dresden Zwinger. These historic sites have joined forces to conduct marketing activities Germany-wide and internationally. The new umbrella brand markets the sum of all the sites – a superb cultural destination that attracts several million visitors to Saxony every year from Germany and abroad.

kleiner und bold developed the umbrella brand “Schlösserland Sachsen” (“Saxony – The Land of Castles”) out of the heterogeneous appearances of the various particular locations and was in charge of brand positioning, brand architecture, corporate design and the implementation of individual measures.

Grouping everything around a single identity, while still taking into account the identity of the individual monuments, enabled a concentrated entry into media such as event listings, posters, print advertisements, flyers, trade fairs and websites. This meant greater efficiency in communication. And it has proved a success – since the end of 2007, Schlösserland Sachsen has been the top German cultural holiday destination.

Die goldene Windrose
4th place