Last February marked the 30th anniversary of the success of the "Alpine Initiative" referendum. However, the name of the association has mutated into a communication stumbling block, especially for the younger contact group, and there is nothing left to vote on. Instead, the aim is to continue campaigning for the protection of the Alps - even beyond transit freight traffic.

The association has therefore decided to change its name from "Iniziativa da las Alps" to "Pro Alps". The new and still Rhaeto-Romanic association name will become a self-explanatory brand promise. It is also concise, cross-language and does justice to the expanded commitment and sharpened brand values, according to the association. "We remain true to our roots, but we are more than just a successful popular initiative from the past. We are therefore reflecting our long-term commitment to the Alps by changing our name from Iniziativa da las Alps to Pro Alps," explains Katrin Dorfschmid, Head of Communications and Marketing at Pro Alps.

Modern and approachable appearance

Following an evaluation process, Saloon was commissioned with the rebranding project as a consulting and design implementation agency. The design studio is supporting the association in terms of strategic brand development, naming and the new appearance to increase the qualitative perception.

The result is an activating and approachable design that communicates the activities of Pro Alps with a lot of freshness and a rejuvenated visual language. It shows the sensitive mountain world that needs to be protected. It is interspersed with bold and powerful pictograms that are based on the logo.

In collaboration with the web agency Getunik, the digital world of Pro Alps has been brought to life. The new brand identity will be implemented at the same time as the name change from Tuesday.