e-Kultura: how one very long e tied a scattered project together

e-Kultura is not a single product. In the project, which began in January 2023, the Ministry set up or upgraded five solutions: the eKultura portal, the Culture.si website, the eJR and REMK applications and the eJKI tool. Four partner institutions added their own: the National and University Library, the Moderna galerija, the Slovenian Theatre Institute and the Slovenian Film Centre.

Our task was to keep all this from coming across as just another technical portal, and to present it as the central national project for digital, accessible culture. Even the name needed explaining, since only a hyphen separates the project from its main portal.

The strategy positions the project as a single entry point to Slovenian culture. The slogan says so in one word: Vseeeeeeee-Kultura stretches the Slovenian word for everything until it merges with the name of the project, because the project takes in everything in Slovenian culture.

Each portal and tool has its own colour, so it is clear at first glance that they are parts of one whole. We applied the same logic in the editorial plan, where the colour shows which solution a post puts forward.

To keep the portal's benefits from turning into a list, we added scenes from iconic Slovenian cultural works to the portal's existing visual identity. In each image, one recognisable detail turned into blue pixels: Cankar's moustache, the cup held by Ivana Kobilca's Coffee Drinker, the Avseniks' accordion, a detail from the film Vesna.

Alongside them, the posts ask how the portal would help these creators today. That makes it clear who it is for and why, with no need to explain the features.

For Culture.si we prepared posts in English. They linked each key word to one of the site's advantages, from residencies and funding to finding partners, and a map shows how far Slovenian culture reaches: since 2010, Culture.si has logged more than 8,000 tours, exhibitions, screenings and performances abroad.

The project has digital DNA and cares about sustainability, so we cut the physical materials to the bare minimum. The leaflet has a top section that tears off and becomes a bookmark, the bags are canvas, and the cloths clean screens and glasses.

We planned no paid posts. The campaign relies on the owned and earned channels of the Ministry and its partners, so coordination and timing are decisive. We prepared an editorial plan for the partners, so each can highlight its own field: film, theatre, literature and media, or the visual arts.

The eKultura portal went live at ekulturno.si as the new central digital entry point to Slovenian culture. On 31 August 2026, the last day of the project, the Ministry of Culture and its partners presented its results at a press conference. MMC, the news portal of the national broadcaster RTV Slovenija, reported on the presentation the same day.

What remains is a simple, modular strategy: the same long e, the same colour logic and the same messages for each audience can carry new posts, materials and partners.