Experimental Branding:
Rebranding Luzerne
Luzern is known for its stunning natural beauty, with picturesque lake and mountains.
Well-preserved and history-rich are phrases that best describe this city.
For this rebranding, the intention was to turn that idea on its head,
creating a fresh, energetic atmosphere to contrast the cities mundane nature.
With Swiss design originating from Switzerland,
it would only be right to pay tribute to the design style in this rebranding.
Current Branding
The promotion of Luzern is mainly done by the Luzern Tourism Board.
Both Instagram and website have minimal design and is largely reliant on photography
which can get repetitive after some time.
INSPIRATION and Mood Board
Researching Swiss Design, I discovered Feixen Studios, which is a Design Firm based in Lucerne.
I observed all the strong characteristics of Swiss Design
I observed all the strong characteristics of Swiss Design
but found a good balance between simplicity and maximalism.
What caught my eye was the simple shapes and repetitive patterns.
Logo Development
Starting with the logo, I decided to focus on landmarks
because they are visually more identifiable to communicate to the mass audience.
I took reference from contour lines to express dynamism but still simple
I decided to make the icon a cube from the reference above,
with each face showing the different attractions
portraying Lucerne as multifaceted, having a bit of everything for everyone.
IDEATION
APPROACH to AI
I used search terms of adjectives that come to mind when describing Swiss design
such as geometric, bold lines and primary colors.
AI helped me imagine how the landmarks would have looked like with Swiss design.
From the prompts I manipulated the visuals further.
Below are the final AI generated images I wanted to further manipulated and innovate off on.
experimentation with prompts
From here on, I made use of effects on photoshop
to produce a monotoned halftoned version of the respective prompts.
My rationale for this was because I found a link
between Pop art's use of halftone and Swiss design.
Both use basic shapes, in this case the circle,
incorporating them into a bigger focus graphic visual.
FURTHER DEVElOPMENT
With intention of having a foreground and background
for contrast and visual hierarchy,
I chose to create background patterns based off
certain parts of the logo variations
to tie it back to the brand logo and
further strengthen brand identity.
Color Scheme & typeface
Bright and primary colors are often used in Swiss design,
I decided to use contrasting colors to represent the vividness of Lucerne.
For typeface, I used a font created by Studio Feixen.
final Posters
Incorperating QR
I used Artivive to add an interactive aspect to the branding,
this helps with further engagement and impressions.
QR poster animation variants
BRANND APPLICATIONS AND MARKETING
