Evoq accompanies KP Mountaineering through rebranding
The Zurich-based agency Evoq has guided the Swiss expedition company Kobler&Partner through a comprehensive rebranding process. Through strategic repositioning and a brand refresh, the long-established company will now position itself as «KP mountaineering guides» in the international market.
The new name "KP mountaineering guides" replaces the previous name "K&P - Die Bergführer" and makes the company internationally visible. Evoq developed a new logo design with an organic shape, stylized mountains and the Swiss cross, which expresses the outdoor adventure idea and at the same time underlines the Swiss origin. The color red remains as a defining element.
Evoq worked with the company in a workshop to develop a new brand story, sharpen the target groups and develop catchy messages that will form the basis of future communication. The new positioning "Best of Mountains - Guided by Experts" will be at the heart of the brand identity in future and is also reflected in a quality label that will be used in all future corporate communications. "With the rebranding, we are expressing that we are opening a new chapter with KP mountaineering," says co-founder and mountain guide Ruedi Kellerhals.
In addition to the new brand, Evoq developed a social media toolbox for the internal marketing team. For the current winter season, the agency also set up a Google Ads campaign with ad groups and keywords to specifically promote ski touring trips. As part of a skinning process, the existing website was adapted for the rebranding.
Responsible at KP mountaineering: Ruedi Kellerhals, Heinz Suter, Niklaus Stalder (Executive Board), Chantal Hirt (Marketing). Responsible at Evoq: Christian Sutter (project management and consulting), Marta Freitas, Kira Riccius (design), Dominique Haussener (online campaign).
