Many people had grown tired of the topic. Warnings and guilt had worn them out. Munich Climate Week needed the opposite: a brand that feels positive, builds momentum and makes people love the topic again. So we left the usual climate imagery behind: no melting ice, no green leaves, no warning red. The brand is built on dynamic shapes, connections and motion from day one, and the colours carry the same energy. It reads as a city in movement, with everyone in it connected. It is also a system the city can adopt. Initiatives, companies and venues take its shapes and colours and make them their own. The brand grows with everyone who uses it.

As a non-profit movement, the team has little time and work happens after hours mostly. The week still had to show up on many touchpoints at once. With our tailor made AI tool we produced around 10 animated ads and lots of assets, while keeping the brands taste alive and expanding it. Done the usual way, that’s more than 50 working days. It took us 2, spread across the project. The tool works inside the brand system: colour, type and motion rules are fixed, and the AI varies content and format. Speakers and partners received ready-made LinkedIn assets automatically and shared the week through their own networks. Every announcement became a channel. A subway spot, DOOH loops and social ads are rendered straight from the product, with real events and the real interface.

Hundreds of events, managed by organisers themselves in Luma and pulled in live. A list that long serves no one. So we built the platform the way we build every living brand space: around the person in it. An intelligent companion runs the whole site. Ask it anything, from “Do I need a ticket?” to “What’s on for families this weekend?”, and it answers from the programme and every page. Tell it what you care about and it builds your week. It remembers what you told it, so your plan, your saved events and your next suggestions all start from what it already knows. Behind the curator, two models share the work. The first picks, scoring every event against your answers. The second explains in two sentences why the picks fit. We built the system for speed but also for energy and cost efficiency.

Munich in 3D, built from the Bavarian state’s official building data. Anyone can place a light: a pledge for the climate, with a line of their own if they like. Open contributions need trust. An AI checks every line in seconds. When it’s confident, the light appears at once. When it isn’t, a person decides. A second map shows where events are happening across the city, at the real venues from the programme.