Nominations issued to and accepted by owners of cultural icons. Development of an overarching framework for a lifetime’s work.

Universal Concept is currently exploring all implementation options for its own format, “CultAWARD – Made for the best”.

Notarised and copyright-protected rights: corporate concept · naming · slogan development · overall concept & production · “CultAWARD event” concept · corporate design · illustration of the CultAWARD figure (Universal Concept’s pictorial logo) · relaunch of the existing website

Cult status is not created by marketing, but by the memories of many people. This is where CultAWARD comes in: the format honours objects that society has long embraced as favourites, directing nominations to the people who created or own them. This gives the brand a distinctive challenge. It must feel celebratory without being stiff, and entertaining without becoming generic. The categories Entertainment, Infotainment and Emotainment capture this balancing act. The name, slogan, CultAWARD figure as a pictorial logo and overall event concept are therefore designed as a single system that works regionally, nationally and internationally. For Universal Brands, CultAWARD is an in-house laboratory: a format that demonstrates how an idea can become a brand, a brand an event, and an event a lasting memory.