graubünden
MetaDesign Zurich

Sector

Regionenmarke

Services

Positioning

Market and Brand Equity Insights

Brand Architecture

Brand Identity System (CI/CD)

Brand Implementation
Community Engagement
Training & Coaching

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graubünden – the power of a community driven brand


Graubünden has way more to offer than just sustainable tourism in a picturesque mountain world. With the power of a community-driven branding we take on the challenge, turning the region into an attractive place to work, live and relax: the NatureMetropolis of the Alps. Together with over 100 businesses, companies, associations and institutes as well as countless destinations we are driving the idea forward and bringing it to life. But how did we manage this paradigm shift in just a few years?
 

With a brand architecture for a vibrant community

Instead of a hierarchical brand architecture, the graubünden brand and its partners are now operating in a brand world - simple, modular and versatile. Their services and benefits for customers define the role of the partners in the brand world. This brings more clarity for customers, more freedom for partners and a strengthening of the graubünden brand in its strategic topics (Intelligent Mobility, Innovation & Talent, Living & Working, Education & Research, Blue Ecology, Tourism Glocal, Health Redefined, Brutal Local).

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Liquid branding for the union of the many

In addition to identification, vitality is a key success factor for a strong brand. Creative guiding principles instead of rigid rules. As we want to show diversity in unity. This requires freedom. And at the same time a strong, common denominator. We make the «capricorn» the unifying symbol and concise recognition element across all touchpoints.

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Community-driven Brand Management

By democratizing the brand and distributing power to your the community members, we unlock incredible growth potential. We spark a movement and build in-person brand engagement at scale.​ By understanding the regional brand as a platform and seeing it as a moderator and driving force. The over 100 businesses, companies, associations and institutes across a wide range of industries as well as countless destinations who actively work together to develop the key topics of the brand and bringing them to life.

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Within two years we .... I have been responsible for ...