Studio Thom Pfister celebrates 40 years MRH
Studio Thom Pfister created an anniversary campaign to mark the 40th anniversary of Matti Ragaz Hitz Architekten. The trademark "the cloud" carries the design and conveys a fresh, contemporary visual language across all channels.
The story of Matti Ragaz Hitz Architekten began in 1981 with three visionary architects. Two years earlier, they had jointly won the project competition for the Canton of Bern's Building Department. Back then, the building plans were meticulously drawn by hand on paper.
A lot has changed in the past 40 years. Today, you navigate through rooms long before they are built. Although the craft of architecture has changed, what has remained at Matti Ragaz Hitz Architekten is the care, passion, inventiveness and joy of architecture - from design to execution.
The architecture firm MRH chose Studio Thom Pfister because the agency succeeds in bringing freshness and lightness to its projects, as the agency reported on request. As architecture often appears somewhat "austere" or "angular", it was important to the MRH team to create a graphic contrast for the anniversary campaign. Colorful, perhaps even organic shapes or illustrations were conceivable.
"When we saw the MRH signet, we were very positively surprised at how free and easy the signet presented itself in the regulation of architect appearances," Thom Pfister explains to Advertisingweek.ch. The cloud logo subsequently inspired the agency to create several illustrations.
Architects would often present their drawings, plans or finished buildings. The agency therefore chose a contrast for the main subject of the campaign: a person, or rather a woman, with colorful fireworks on her face, pointing her finger at a cloud, the logo of Matti Ragaz Hitz. "We found this idea - the organic fireworks of colors - very engaging, especially because in these times of Covid and mandatory masks, it's increasingly about interiors. The initial feedback from customers, friends and partners - including MRH - has been great and refreshing," concludes Pfister.
At the heart of the campaign were folded A2 posters with various stickers and an inviting reverse side with architectural plans and text. The campaign is also used on posters and in social media.
