The KKL Luzern launches its new brand identity

The KKL Luzern wants to further expand its already good brand positioning both nationally and internationally. To this end, a comprehensive rebranding has been implemented over the past 18 months with Process as the lead agency.


"In 2020, we will celebrate the 20th anniversary of the KKL Luzern," says CEO Philipp Keller. "Until then, we want to further sharpen our positioning in order to differentiate ourselves even more clearly from our competitors." The focus will be on guests, event organizers and artists, who will experience unforgettable moments for all the senses at the KKL Luzern.

Four brand values

"Experience Partner", "Perfect Host", "Creative Pioneer" and "World Class Lucerne", are the four core values of the KKL. "The four brand values are the high standards we set for ourselves. They provide us with the 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 predominantly generated by us, the employees. We can be the decisive plus through our courteous and professional work - from the initial contact to the 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 the strategic cooperation with our main partners 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 that point of view." The new logo, as well as the visual design elements, were conceived to be variable and multi-media. "This gives us the opportunity to target our messages to the specific channel, " explains Maiss. The lead agency for the new brand strategy and 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, which would form an umbrella for all KKL business areas. This made the assignment particularly exciting."

More articles on the topic