Firmly rooted in the ice: Thjnk realizes new appearance for HC Davos

In April, Hockey Club Davos commissioned Thjnk Zurich to develop a multi-year communication platform and a new corporate identity. Now the agency is presenting its first work.


The new campaign combines the identity of the club with the passion for ice hockey. Not only the stars are to be the focus, but also the collective, the young talent and the fans.

The new claim "HCD. Firmly rooted in the ice." expresses the club's geographical location as well as Davos' long-standing hockey tradition. The look works with desaturated images with accent colours and with generous watermark-like letters. A stylized ibex head is newly introduced, which is used on the jersey, among other things.

The new campaign includes advertising media such as image posters, match posters, advertisements, special ads, moving images, banners, social media, website and a large number of BTL measures.


Responsible at Hockey Club DavosMarc Gianola (CEO); Philippe Sundermann (CMO). Responsible at Thjnk Zurich: Alexander Jaggy (GF Creation); Samuel Wicki, Adrian Merz (Creative Direction); Lukas Frischknecht, Coco Hess, Lukas Wietlisbach (Art Direction); Mieke Haase, Alexander Müsgens (Creative Direction); Samuel Christ, Lukas Amgwerd (Text); Andrea Bison (GF Consulting); Marie Vuilleumier, Manuela Kaeslin (Consulting); Gordon Nemitz (GF Strategy); Hilko Wiegmann, Manuel Caliebe (PrePress). Photography: Dominic Zimmermann. Production: David Müller.

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