Kreisvier designs new website for Interlaken Tourism
The Interlaken tourism region is unveiling a new brand identity and the communication platform «Where once-in-a-lifetime experiences happen every day.» As part of Interlaken Tourism’s year-round strategy, the Basel-based agency Kreisvier developed a comprehensive rebranding initiative featuring a new logo, color scheme, and visual identity.
Idyllically situated between Lakes Brienz and Thun, Interlaken has been one of the highlights of Switzerland since the early days of tourism. For countless people from all over the world, the vacation region with its breathtaking views of the world-famous Eiger, Mönch and Jungfrau triumvirate is a destination of longing. As part of the strategy developed by Interlaken Tourism as a year-round destination, the Basel agency Kreisvier was commissioned to develop a new global image. In addition to a new corporate identity and corporate design, this also includes the new brand platform: "Where once in a lifetime happens every day". The rebranding celebrated its premiere at the end of January as part of the Switzerland Travel Mart Winter Edition in Interlaken.
Unforgettable moments all year round
"No matter what time of year, how long or how many times you visit Interlaken: You experience unforgettable moments every day," explains Daniel Sulzer, CEO of Interlaken Tourismus. "With our new platform, we are focusing on the diversity and quality of our year-round experience offering. In doing so, we are taking into account the entire range of attractions on the ground, in the air and on the water, as well as experiences that are more commonplace for us. These are all things that many of our guests from all over the world are experiencing for the first time in Interlaken."
From the overarching brand story to the specific tone of voice: the focus on quality, hospitality and unforgettable experiences runs consistently through the new brand, making Interlaken a tangible experience even before an actual visit. Last but not least, the new platform should also help to better manage visitor flows and distribute them more evenly throughout the year.
Logo combines tradition and unique location
The heart of the rebranding is the new logo, consisting of the "Lake Cross" and the "Signature", explains David Lübke, Executive Creative Director of Kreisvier: "Here, tradition, Switzerland and Interlaken are combined in the smallest of spaces to create a strong and unique brand. The "Signature" has emerged from a figurative mark of the past and ties in with Interlaken's long tradition as a tourist destination. The "Lake Cross" with its modified Swiss cross emphasizes the Swiss origin, but at the same time adds the incomparable location of Interlaken between Lake Brienz and Lake Thun."
The new color and visual world is also strongly oriented towards the nature in and around Interlaken and the unique experiences to be had there. Now that the new brand has already been introduced at various offline and online touchpoints, the first works under the new platform will be on display over the course of the year.
Responsible at Interlaken Tourismus: Daniel Sulzer (CEO), Markus Bolliger (Marketing Manager/Vice Director), Nicole Wenger (Management Assistant & Business Development), Maren Stauber (Web & Social Media Manager), Lisa Spring (Manager Communication / Sustainability Manager) and the entire Interlaken Tourismus team. Responsible at Kreisvier: David Lübke, Michael Brauchli, Amaru Eslava, Anna Kapi, Giorgia Spina, Marco Weber (creation), Alex Hermann (strategy), Manuel Bortolin, Imke Fichtner, Celine Kohler, Lorena Wissler (studio), Sandro Looser, Lisa Apolloni, Melsa Dogan, Désirée Fuchs, Chiara Ponti (consulting), Alexandra Vatansever (overall responsibility), Film: Company Production.
