Year
2017
Sectors
B2C
Consumption
Service
Re-branding
KKL Luzern
Waves of Inspiration
The aim of the KKL Luzern rebranding was to update and refine the brand positioning and redesign the brand. The inspirational wave is a visual depiction of the real-time rhythm of the music, making the experience the focal point of the new brand identity.
Europe's Finest
KKL Luzern has been one of Europe's most famous concert halls for nearly two decades, with a brand identity that draws on its iconic architecture and the concert hall's world-class acoustics. During this time KKL Luzern has also made many notable advances, and in addition to cultural events, the provision of conference venues and catering services has become a key part of KKL Luzern's offering.
In the past, KKL Luzern did not fully communicate this development and there was little evidence that guests and event teams could enjoy inspiring moments and feel the difference at KKL Luzern. That's why we're making big changes in our rebranding. Our goal was to update and refine the positioning of the brand so that we could redesign it.
Brand Value
We conducted a 360° analysis through personal interviews with key stakeholders and consultations with guests and visitors to various events. This information was used to identify the venue's unique strengths and potential long-term success factors. After a series of workshops, we condensed these into four key facets of brand positioning: “The perfect organizer”, “Creative pioneer”, “World-class institution in Luxembourg”, “Deeply experienced organization”, and "A perfect host". ", and "Experienced Partner".
Visual Experience
One of the ways to depict the theme of “Inspiration” is through a key visual experience, the “Wave of Inspiration”, which when presented in a digital environment, has a sense of flow that will timely allow the audience to feel the visual transformation of the music's real-time rhythms. The whole design adopts a modular structure from the beginning of the logo, which is flexible and naturally responsive to the interaction.
Thoughtful typography
The balance between practical performance and emotional enjoyment comes not only from visual and color combinations, but also from typography.
“The new brand identity is utterly compelling in every way and brings this prestigious organization subtly into the digital age.”
Evolution not Revolution, “Hochparterre Magazine Lilia Glanzmann“
Modularity and more flexibility with KKL
Modularity and its flexible design structure make it easy to use across all touchpoints, from print and video to online space, in a contextually appropriate way that's consistent and in line with brand positioning.
The Art of the Wall
Vivid visuals allow the music to be physically perceived.
and projected onto the building of KKL Luzern.
