Built on sustainability
Construction: Keller Ziegelei, one of Switzerland’s last brick manufacturers, plans to highlight its technical expertise with a campaign by Inhalt & Form.
Construction Keller Ziegelei, one of the last brick companies in Switzerland, wants to underpin its technical expertise with a campaign by Content & Form. If you take a look at the reference projects of the Swiss Society of Engineers and Architects SIA, you will see that brick architecture is not very popular. Even the loft-style trend and the diverse architectural design possibilities of brick have had little effect on the widespread use of plastered external thermal insulation. The proportion of exposed brick construction in the total volume of building construction in Switzerland fluctuates between four and six percent, due to the high construction price and the additional space required for the two-shell brickwork. "In addition, the exposed brickwork did not correspond to the open and bright glass/steel architectural trend of recent years, which omits any overly strong visual barrier. However, this trend is changing again. "Exposed brickwork is in again," says Ruedi Räss, Head of the Sursee Testing and Research Institute. Unlike in Germany - especially in Hamburg - or in Spain - keyword Barcelona - where there is still a high affinity for this building material today, the tradition and culture of exposed brickwork in Switzerland is mainly limited to factory buildings from the turn of the last century.
In order to increase the topicality and attractiveness of one of the oldest materials, the Brick Award for the best European brick building, worth 21,000 euros, was presented for the first time in 2004. A single-family house in Aargau by Peter and Christian Frei won a special prize for Switzerland.
One of the last Swiss brickworks is Keller AG, based in Pfungen, which has developed from a pure building materials producer into a service and production group over the course of three generations and more than 100 years of company history. According to CEO Christian Keller, the holding company is the undisputed leader in the production and planning of exposed brickwork and buildings, with a market share of around 85 percent.
In addition to its core competencies - the production of bricks, exposed bricks, clinker bricks, noise barriers and façade elements - the Zurich agency Inhalt & Form (I&F) was entrusted with the development and implementation of a new corporate identity in order to communicate the company's other service portfolio - the renovation of brick buildings, façade engineering and the sale of system walls. The task included the modernization of the corporate image, from the corporate design and documentation material to the website and image campaign.
The aim of the revamped advertising campaign was to raise awareness of exposed stone as a building material among the target group of architects and builders. As the knowledge about the qualities of the material is already available there, those responsible, consultant Claudio Zier and CD Serge Riedener, were concerned with the clear, emotional communication of the exposed stone. In full and half-page advertisements, buildings that were photographed in Barcelona were to be combined with people to show the grace and design of such masonry.
Grace and stability: Content & Form shows the advantages of brick.
Luca Aloisi
In order to increase the topicality and attractiveness of one of the oldest materials, the Brick Award for the best European brick building, worth 21,000 euros, was presented for the first time in 2004. A single-family house in Aargau by Peter and Christian Frei won a special prize for Switzerland.
One of the last Swiss brickworks is Keller AG, based in Pfungen, which has developed from a pure building materials producer into a service and production group over the course of three generations and more than 100 years of company history. According to CEO Christian Keller, the holding company is the undisputed leader in the production and planning of exposed brickwork and buildings, with a market share of around 85 percent.
In addition to its core competencies - the production of bricks, exposed bricks, clinker bricks, noise barriers and façade elements - the Zurich agency Inhalt & Form (I&F) was entrusted with the development and implementation of a new corporate identity in order to communicate the company's other service portfolio - the renovation of brick buildings, façade engineering and the sale of system walls. The task included the modernization of the corporate image, from the corporate design and documentation material to the website and image campaign.
The aim of the revamped advertising campaign was to raise awareness of exposed stone as a building material among the target group of architects and builders. As the knowledge about the qualities of the material is already available there, those responsible, consultant Claudio Zier and CD Serge Riedener, were concerned with the clear, emotional communication of the exposed stone. In full and half-page advertisements, buildings that were photographed in Barcelona were to be combined with people to show the grace and design of such masonry.
Grace and stability: Content & Form shows the advantages of brick.
Luca Aloisi
