Cross-country skiing, sledding, snowshoe tours, and hiking – those are only a few of the many activities on offer at the Loipenzentrum Bernau in the Black Forest. Established in 1972, it is one of the three largest cross-contry skiing and activity centres in the region. Its multifacetedness and its unique atmosphere are reflected in the new corporate appearance developed in 2015.
The main focus of the brand design was to address the extensive target group across its entire spectrum. This meant reaching not only adult active skiers, but also families with children. In the word and figurative mark with its associated pictogrammes, this is highlighted through clear and expressive use of forms. At the same time, the visual themes make the connection with core values of the region such as tradition and orginality.
Client: Langlauffreunde Rot-Kreuz-Loipe Bernau e.V.
Services: Research, brand character, brand positioning, workshops for local businesses and members, corporate identity, communication strategy, storytelling, copywriting, web design, corporate and editorial design, implementation, photography, media such as flyers, member cards, brochures, posters, brand activation, change management