Vienna targets global creatives with design toolkit

Each element in The Vienna Template references an original design, object or sketch from Viennese Modernism.

The Vienna Tourist Board has launched The Vienna Template, a free Figma design template that brings elements of Viennese Modernism into the digital workflows of designers and creative professionals.

Created with Jung von Matt DONAU to coincide with the 20th Vienna Design Week, the campaign targets designers, creative agencies, start-ups and other creative professionals in the US and key European markets including the UK, Germany, France and Spain.

Vienna Modernism becomes a digital design toolkit

The initiative draws on the city's history of functional design and the work of figures including Josef Hoffmann, Koloman Moser and Otto Wagner.

The template is designed as both a functional UI kit and a digital city guide. It includes an image grid inspired by Josef Hoffmann's liqueur glass, text underlines based on Dagobert Peche's textile patterns, and colour palettes including Otto Wagner Green, Klimt Gold and a blue drawn from Vally Wieselthier's furniture sketches.

MAK collection informs the creative platform

Content for the template was developed with support from curators at the MAK – Museum of Applied Arts, Vienna, using material from its online collection. The project connects historical Viennese design principles with the tools used by today's international creative community.

Norbert Kettner, CEO, the Vienna Tourist Board: "Vienna has been one of the world's leading centres for design, architecture and creative innovation for more than a century. With 'The Vienna Template', we are bringing this heritage to life where ideas are developed, brands are designed and concepts for the future are presented today. Instead of interchangeable standard templates, we are offering designers around the world a visual language with cultural depth and a distinctive character. This makes Vienna part of creative working environments and allows us to reach people long before they visit the city in person."

Campaign connects Vienna with creative audiences

Theresa Scherrer, Associate Creative Director, Jung von Matt DONAU: "Rather than simply depicting Vienna, we're putting it to work: with a tool that demonstrates how relevant the ideas of Viennese Modernism remain to today's creative process."

The campaign launched alongside Vienna Design Week, which is marking its 20th anniversary this year. The Vienna Template will be promoted through a cover wrap for the Vienna Tourist Board's Vienna Intl. magazine during Vienna Design Week and the Forward Festival.

The Vienna Tourist Board, Vienna Design Week and the MAK will also promote the project through their international communication channels.

www.wien.info

www.jvm.com

Follow Marketing Report on LinkedIn