TBS reinterprets the cooperative for ABZ
The Allgemeine Baugenossenschaft Zürich (ABZ) with a history of over 100 years is realigning itself for the future. TBS accompanies the housing cooperative on this mission and develops the brand positioning, content strategy and the modern brand identity for it.
On the new website visitors are immersed directly in the lives of the residents and in the current topics of the cooperative members. In the digital magazine, portraits tell of cooperative life, and reports document current projects and initiatives in the areas of housing construction, urban development, settlement life, and sustainability.
The fresh design, cheerful illustration style, modern architectural photography and informative infographics are designed to invite visitors to learn more about ABZ's impressive range of topics. In an entertaining way, the website aims to tangibly convey ABZ's attitude and character and its contribution to city life. With the new appearance, the ABZ presents itself as a modern service provider, a non-profit organization and a committed community.
New brand strategy, new brand identity
As a basis for the new appearance, the brand strategy was revised from the ground up. The newly developed brand mission "for lively and livable neighborhoods," the cooperative values, and the attitude to life of the ABZ housing estates run consistently through all communicative measures, but are never imposed on interested parties.
In the strategy phase, all target groups and the content strategy were redefined. This can be experienced directly on the website: the cooperative opens up to all stakeholders and becomes accessible to 2,000 daily visitors. City representatives, investors, partners, associations, media and potential tenants are picked up with their topics and get a lively insight into the current projects, offers and life within the cooperative. At the same time, the site becomes a portal for residents' cooperative life and actively involves employees, volunteers and committed residents.
Multi-culture instead of mono-culture
The new identity is intended to bring the brand promise to life on all channels and in all communication measures. The ABZ Forum becomes an entertaining city magazine that conveys an authentic picture of the cooperative's everyday life. The annual report reads like an architectural study of urban development and shows facets around the development of the cooperative. The new vibe of the cooperative is also omnipresent on site in signaling and event communication.
Responsible at ABZ: Ariel Leuenberger (Head of Communications); Ingrid Diener (Communications Specialist); Martin Müller (Communications Specialist). Responsible agency: TBS Brands Partner. Illustration: Svenja Plaas. Frontend & Backend: Collective.
