Rosarot designs employer branding for the Baur au Lac

The Zurich hotel Baur au Lac, one of the most renowned addresses in the Swiss luxury hotel industry, has commissioned the creative agency Rosarot with the design and conceptual development of its new employer branding. The aim was to make the special culture of the hotel, which is now in its seventh generation of ownership by the founding family, visible - and to consistently translate the sense of community that has connected employees and Baur au Lac for generations into a contemporary employer brand.

Since 1844, the Baur au Lac has stood for hospitality of the highest quality. This claim not only characterizes the guest experience, but also the daily interaction within the team. Rosarot developed a comprehensive employer branding concept based on the Baur au Lac's EVP that conveys the hotel's attitude in a clear, valuable and emotional way.

An invitation to belong

The challenge of the task was to develop an independent employer branding to match the existing brand identity of Baur au Lac. At the heart of the new concept is now an elegant, minimalist yet lively look and feel, complemented by a tone of voice created specifically for employer branding. The communication does not address existing and future employees - it invites them in. Always personal, always appreciative, always at eye level.

Characteristic features include specially developed icons and line elements that give the communication a personal touch. The newly designed imagery also consistently translates the sense of community in an aesthetic reportage style into authentic black and white moments from everyday working life.

From roll-ups to screens: an appearance from a single source

Whether on roll-ups and flyers for job fairs or on signage screens in the employee area, employer branding is used in a variety of applications. In this way, the Baur au Lac also presents itself as a contemporary and welcoming employer - both internally and externally.

Rosarot is delighted to be part of this venerable history - and to carry it into the future together with the Baur au Lac.

Responsible at Baur au Lac: Sabina Hanselmann (Director of Marketing), Astrid Kaiser (Director of Human Resources), Victoria Möhrle (Senior Marketing Manager), Sven Bänziger (Photography). Responsible at Rosarot: René Karrer (CO-CEO, Founder), Michael Schmidt (Creative Director), Stephanie Lüscher (Senior Art Director), Laura Weinhofer (Art Director), Carmen Stähelin (Senior Copywriter), Evelyne Stöckli (Senior Consultant), Claire Hulla (DTP).