MGLC
35th Ljubljana Biennale of Graphic Arts: The Art of Storytelling for MGLC
From Hermetic Art Content to Online Hits: How We Designed a Podcast, Conquered TikTok, and Redefined Communication with MGLC.
- Client
- MGLC
- Year
- 2023
At Dobre zgodbe, we had the opportunity to collaborate with the International Centre of Graphic Arts (MGLC) on one of their most significant projects – the 35th Ljubljana Biennale of Graphic Arts. Our role was to design and implement comprehensive content communication support, using storytelling to bring artistic content closer to a wider audience.
01Background
As part of the 35th Ljubljana Biennale of Graphic Arts, MGLC sought support for content communication and storytelling. The primary challenge was transforming hermetic, professional art content into a more open and tailored form of communication.
02Solution
Our activities were divided into three strategic pillars:
1. “To ni nobena umetnost” Podcast Production: We produced 4 episodes of a new podcast hosted by Director Nevenka Šivavec. We handled the full audio and video production, transcripts, subtitles, intro music, and promotional teasers for various platforms.
2. TikTok Profile Setup and Management: We established and managed the TikTok profile during October and November 2023. We designed a format featuring artists answering 3 questions, with daily posts leading up to the Biennale opening. We also organized a comprehensive media folder for future use.
3. Strategic Consulting and Communication Support: We developed a complete communication framework and content calendar for all channels. We conducted an internal workshop to define target audiences and personas (e.g., Cultural Tourist, Instacult, Experience Catcher) and to refine storytelling techniques.
03Result
The Biennale’s communication became more accessible and strategically focused. Following our initial management, the TikTok profile gained significant traction, and the MGLC team now successfully creates and manages content on the platform independently.
04Where this project sits in our matrix
We work across all of these layers, and any combination is possible.
- Who we work for
- Executive leadershipCorporate communicationsHRMarketingPublic sector
- Project scope
- Small brand storyAlways-on communicationBig brand story (a full campaign)
- What we improve
- ProcessesRelationshipsContent
- Approach
- StrategicDigital and AI-poweredCreativeAdvisory
- Duration
- Short-term (up to 3 months)Mid-term (3–12 months)Long-term (a year or more)
- What we create
- DocumentsPresentationsVisual identitiesDesignWebsitesSocial mediaCopywritingPhotographyVideo storiesAnimationsPodcastsEventsWorkshops