2017 marks 500 years since Martin Luther is said to have nailed his thesis to the door of Wittenberg’s castle church. For this anniversary, three museums set up exhibitions on “Reformation”. To target a wide audience, an eye-catching umbrella brand was created using a bold key visual – the hammer. It refers to the historic event, furthermore “Hammer!” translates into “awesome”. The brand bundles all marketing activities and still allows the museums to communicate their own motifs.