TBS communicates for a liveable and climate-neutral Zurich
Zurich ranks among the cities worldwide with the highest quality of life—urban spaces and mobility play a central role in this. The new «Urban Space and Mobility 2040» strategy serves as the foundation for this. TBS was commissioned to develop the visual identity and communication strategy for the initiative.
The "Urban Space and Mobility 2040" strategy defines the basis for attractive public spaces and environmentally friendly, efficient mobility in a liveable and climate-neutral city. To this end, a communicative and concise appearance was to be developed for the city-wide strategy and all communication products derived from it, which summarizes all activities under a content and formal bracket with the City of Zurich as the sender.
The presentation contributes to the identification of all participants across all departments, the strategy documents serve as a basis for consultation and are designed for an interested specialist audience. At the same time, the added value of the strategy and initial concrete measures are to be presented in a campaign for the public. In this way, the new appearance creates visibility for the city's proactive development work and understanding for the active shaping of urban space and mobility.
Clear arguments and messages
After a comprehensive analysis of all previous communication media and campaigns on the topic, TBS Marken Partner defined and sharpened the core messages together with the Civil Engineering Office of the City of Zurich. They formed the basis and common thread for all communication measures. The shared vision becomes the overarching motto: "Stay livable. Become climate neutral."
A design concept that creates space
The presentation of the strategy is in line with the city's corporate design, which was also developed by TBS. The sender is always the City of Zurich as a whole. The design concept defines all communication products and publications relating to the "Urban Space and Mobility 2040" strategy and also for related projects, such as Neighborhood blocks or ZüriVelo, as well as the design framework for the campaign. The aim was to create a consistent presence in connection with the major tasks relating to urban space and mobility that will accompany us over the next few years.
The appearance had to fit the theme and convey quality of life, safety, innovation and climate neutrality. Within the color spectrum of the city of Zurich, a concise color combination was defined that coherently underlines the theme: dark violet, yolk yellow and clover green. At the same time, the use of typography, the graphic and illustration style and the visual language for the various communication products and applications were defined.
The content of all strategy documents was prepared and designed for consultation and for the City Council's decision. The aim was to create a clear presentation of the strategy, its sub-strategies and reports on measures. The system for the various publications and the majority of the illustrations were also created by TBS.
Striking campaign for the vision
The vision is translated directly into city life in the campaign. By applying the overarching motto to various aspects such as livelier squares, more green spaces and safer streets, added value is created in terms of quality of life for everyone. In addition, TBS designed various measures to anchor and publicize the launch of the strategy - including a short film that explains all the key content in an easy-to-understand way.
The website will accompany the city of Zurich for some time to come and will also shape several related projects. To ensure a consistent appearance for all parties involved, TBS has created a design manual that clearly regulates the use of all defining elements for all applications.
