ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Typography

A Lawless and Genre Free Generative Identity

Agency Reklamekollektivet / Bergen

Client Kulturhuset i Bergen



Annual ID


About the Work

As an innovative platform where you experience everything from culture, music and debate, to food and entertainment, Kulturhuset is a place that touches all our senses and our entire spectrum of emotions. A place to experience and observe, absorb information in all its forms and develop as human beings. The visual concept reflects this human development. The identity is influenced by these experiences in Kulturhuset. By using technological tools, we have created a generative design system. A 100% free and unexpected identity that is influenced by sound - the core of our content. An identity that is enriched in alignment with the audience. From leisurely brunch to a moving exhibition, opera and rave. The identity has room for every emotion. The result is an innovative, disruptive and genre-free visual identity that enriches us with original and unexpected combinations. As part of the visual identity, we developed a projected typographic installation that changes based on audio input from the room. By translating the level of the audio signals into graphic rules, the installation directly visualizes the mood in the house, and invites visitors to join in and influence the output. The result of this is an eternal interaction and a natural dynamic between the house and the audience. During concerts and events, the projected installation also elevates the overall experience, by adding something unexpected and giving extra sensory impressions. The installation is in a way the very heart of Kulturhuset, both conceptually and physically, and brings the house alive.

2022 Awards

Total Points: 9



Reklamekollektivet / Bergen

Chief Design Officer

Vilde Moen Hudson

Creative Director

Thomas Birkeland

Creative Technologist

Didrik Røberg


Susanne Svendsen

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