Copenhagen-based graphic designer and filmmaker working across brand and digital design, art direction, and film.
Copenhagen Geist
Kultur Nøglen is a fictional campaign and redesign of the Danish culture pass. In this fictional scenario it gives all 18-year-olds free access to state-owned and state-supported museums and stage art institutions. In Denmark, cultural participation is often shaped by upbringing, while culture passes in countries like Italy, France, and Germany have proven effective in reaching new audiences. The campaign consists of a book distributed to young people on their 18th birthday, a social media account highlighting institutions through collaborations with influencers with young audiences, and a website offering a full overview, favorites, and map integration. By placing institutional cultural material within a pop-cultural context through images, the project aims to make these institutions feel more open, relevant, and approachable to young people.
Editorial & Web Design
January 2026
Kultur Nøglen
The project balances information and awareness-building. Clear, accessible descriptions of institutions provide orientation and overview, while the visual language draws on pop-cultural references to lower the threshold for engagement. By moving cultural heritage away from formal institutional framing and into a more familiar visual context, Kultur Nøglencreates a space where young people can encounter cultural material on their own terms and develop curiosity without prior cultural capital.
Kultur Nøglen
Editorial & Web Design
Kultur Nøglen is a fictional campaign and redesign of the Danish culture pass. In this fictional scenario it gives all 18-year-olds free access to state-owned and state-supported museums and stage art institutions. In Denmark, cultural participation is often shaped by upbringing, while culture passes in countries like Italy, France, and Germany have proven effective in reaching new audiences. The campaign consists of a book distributed to young people on their 18th birthday, a social media account highlighting institutions through collaborations with influencers with young audiences, and a website offering a full overview, favorites, and map integration. By placing institutional cultural material within a pop-cultural context through images, the project aims to make these institutions feel more open, relevant, and approachable to young people.
The project balances information and awareness-building. Clear, accessible descriptions of institutions provide orientation and overview, while the visual language draws on pop-cultural references to lower the threshold for engagement. By moving cultural heritage away from formal institutional framing and into a more familiar visual context, Kultur Nøglencreates a space where young people can encounter cultural material on their own terms and develop curiosity without prior cultural capital.
Process
I began developing Kultur Nøglen after realizing how much a first cultural encounter shapes whether you ever return to something, and how closely cultural habits in Denmark are tied to upbringing. I researched existing culture passes in Italy, Germany, and France, and found academic evidence linking them to real increases in cultural participation, which grounded the idea in more than intuition. I tested three directions for communicating it, interactive, spatial, and pop-cultural, and chose the third after the first two felt gimmicky, while also expanding the scope from Copenhagen to all of Denmark to avoid reinforcing a city-countryside divide. Once the concept was fixed, I built the book's structure using official museum and theatre lists, then developed the visual identity, colour, typography, image treatment, to support it. A late conversation with a 19-year-old who disliked museums confirmed the book needed a social and digital layer alongside it, which
shaped the final campaign.