Međimurje Song in Viennese Musikverein – Visual Identity & Promotion

Client: Tourist Board of Međimurje County

We created the complete visual identity and all promotional materials for the prestigious project “Međimurje Song in Viennese Musikverein” — a landmark cultural event that brought the traditional Međimurska popevka (UNESCO intangible cultural heritage) to one of the world’s most renowned concert halls, the Golden Hall of the Musikverein in Vienna.

The project aimed to present the beauty and emotional depth of Međimurje’s musical heritage to an international audience in a highly prestigious setting.

Our extensive scope of work included:

• Full visual identity and key visual for the event
• Web design for the project microsite
• Advertisements (print and digital)
• Online promotion and social media campaign
• Concert booklets and program materials
• All supporting graphic design materials

The design direction was elegant, emotional, and culturally authentic — combining the warmth of Međimurje tradition with the classical sophistication expected in the Musikverein. We used refined typography, subtle traditional motifs, and powerful photography to create a visual language that successfully bridged folk heritage and high culture.

This project significantly raised the international visibility of Međimurje and its unique musical tradition.