New dress for the KKL Lucerne

It all started when the marketing department wanted to redesign the KKL brochures, says Peter Mendler with a laugh at the relaunching event. He then thought that if we were going to redesign something, it should be the entire KKL package and not just the brochures. The decision was made to give the KKL a new look. "Of course, what's important is what's inside the dress," adds the Chairman of the Board of Directors, and that is still world class, with the 400 employees in particular making the biggest difference. They are the true brand ambassadors of the KKL. And of course the many visitors, artists, event organizers, loyal fans, tourists and friends of the KKL, adds Philipp Keller, the new CEO.

Four brand values: "Experience partner", "Perfect hosts", "Creative pioneers" and "World-class Lucerne"

"The four brand values are the high standards we set ourselves. They provide us with a guideline for the future and are now being anchored in the company," explains CEO Philipp Keller. "Our brand understanding is that the success of a brand is primarily generated by us, the employees. We can make the decisive difference through our courteous and professional work - from the initial contact to the final farewell. "Today, the KKL Luzern sees itself as a comprehensive service provider that wants to bring new formats to Lucerne together with its event partners. "I see great potential in strategic collaboration with our main partners in order to be able to present innovations on a regular basis," says CEO Philipp Keller. "The collaboration can be further expanded in the area of combined offers, for example."

The experience is reflected in the brand appearance

The special moment also plays a central role in the new visual brand identity. Sebastian Maiss, Chief Sales & Marketing Officer, explains: "In the imagery, for example, we put ourselves in the perspective of the guest or the artist and show the KKL from this point of view." The new logo and the visual design elements were conceived in such a way that they can be used variably and in a variety of media. "This gives us the opportunity to target our messages to the respective channel," explains Maiss. The lead agency for the new brand strategy and the new design was "Process Group" from Zurich. Fabian Bertschinger, Creative Director, says: "The requirement for the new brand positioning was to develop a well thought-out, modular concept for the future that would form an umbrella for all KKL business areas. This made the assignment particularly exciting." Go to the image film >>> here