F/E combines history and modernity for Laufenburg

The new corporate design combines Laufenburg's historical identity with a fresh, contemporary look. In a broad-based workshop with a project group from the entire city administration, the city's DNA was developed in order to translate the essence into the claim "More than the Rhine". Concise sub-claims reflect the cultural and economic diversity and show how the city harmonizes tradition and progress.

The bold decision to use a minimalist logo in four color combinations frees up the town of Laufenburg to communicate in a way that is both varied and consistent. "The logo gets to the heart of the town's history," explains town clerk Marco Waser. "The lower rapids 'Laufen' stand for the river and the old fishing settlement, while the castle on the Schlossberg symbolizes the historical power of the Habsburgs. Past and present are thus united in a clear, simple symbol."

Digital presence rethought

The municipal website was redesigned together with I-web in terms of content and design and remains true to its purpose as an information site. F/E has given the existing pages an appealing look and highlighted the most important elements. Targeted landing pages are now used along the entire resident journey.

In addition to the start page, there is a Leisure page with local insider tips as well as a humorous Welcome page for newcomers. The Tourism page offers visitors and residents a brief overview of the sights and leisure activities, while the Portrait brings together the city's values and is also used for employer branding.

Step by step to a comprehensive experience

The broad application of the subclaims and the landing pages play a key role in making the offering consistent across all communication channels and developing it further along the resident and employee journey. The aim is also to create an authentic experience for all stakeholders beyond the website and for the population to participate in experiencing the brand.

Inspire in the live moment

The highlight was the brand unveiling at the "Hela" autumn fair on October 11, 2024, where residents were able to experience and actively shape Laufenburg's new identity at the interactive exhibition stand. The campaign where visitors could mark their favorite places in the city with pins under the hashtag #minLieblingsplatz and thus contribute to the further attractiveness of Laufenburg was particularly popular.

Responsible at Stadt Laufenburg: Marco Waser (Town Clerk I), Ivan Brigante (Town Clerk II), Marco Schwab (Head of Regional Social Services), Luana Alfano (Head of Residents' Services). Responsible at F/E: Melina Riso (consulting), Amrit Dhillon (design), Danusha Kuchtova (text and concept), Noemi Rohner (production, trade fair appearance), Jonas Wittwer (strategy and communication), Karin Renold (concept). Photographers: Lukas Moesch Photography, Lara Kaiser Photography.