The revamped audio guide that allows Gen-Z to browse through museums

This campaign concept was created in response to a Young Dogs brief for Museumkaart, aiming to attract more Gen-Z visitors to museums. The insight was simple: the traditional audio guide is outdated for a generation raised on podcasts, streaming, and short-form audio. So we reimagined it into something they actually want to use.

Follow turns the old-school museum audio guide into a curated, on-demand listening experience. Think podcast meets playlist, tailored to how Gen-Z consumes content: casual, smart, and always on their own terms.

The art direction reflects this shift. It’s bold, playful, and digital-first, blending cultural references and visual cues from podcast platforms, social media, and streetwear culture. The design system feels fresh and native to Gen-Z’s world, while still fitting within the museum environment.

Art Direction Annaëlle Quionquion
Design Annaëlle Quionquion
Concept creationKoert Eijck
Copy Koert Eijck
Brief requestor Young Dogs
Client Museumkaart