Collective with comprehensive rebranding for Luzernmobil
A new website, a campaign, useful maps, and interactive self-assessments are designed to raise awareness among Luzernmobil users about the topic of well-planned mobility.
The Luzernmobil brand wants to sensitize the population to thoughtful mobility behavior. And it is doing so now with a new campaign and a new website from the Collective agency. The goal: to show the advantages of thoughtful mobility in a sympathetic, approachable and memorable way. The new brand identity of Luzernmobil should be both factual and pointed, but at the same time humorous and personal.
The branding, which combines a reduced, grotesque design language with imperfect illustrations, takes this claim into account. A new website was also developed in this context. Useful maps around the local mobility offer and interactive self-checks playfully guide the user to the topic of thoughtful mobility.
"We are committed to communication whose considerations start where they end: With the target group. By means of a street survey and an online survey, the needs of the people of Lucerne:inside were captured in relation to a brand around mobility," explains Joël Wyss, Creative Director at Collective. "A key finding was that we rely on a consistently positive tone in our communication. Luzernmobil shows how you can be part of the solution - not who is part of the problem," adds Sarah Troxler, who is responsible for the project on behalf of the Luzern transport association.
This is also reflected in the launch campaign, which can be seen throughout the canton since mid-November: a poster campaign consisting of more than 20 short comic-like sketches. The characters, illustrated by Lucerne artist Tristan Gehin, were used to give the brand a human vibrancy. They are intended to convey a wide variety of messages to different target groups in a continuous and approachable manner.
Responsible at the Luzern transport association: Sarah Troxler. Responsible at Collective: Joël Wyss (Creative Director), Lars Kienle (Creative Director), Tristan Gehin (Graphic Design & Illustrations), Manuel Eichmann (Graphic Design), Jasmine Jacot-Descombes (Text), Jonas Holzer (Programming), Lorena Wyss (Consulting); Responsible for short image: Dino Reichmuth (Photographer).
