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SBB Europaallee - Swiss Federal Railways 2013 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Switzerland
Industry/Sector/Keywords: Real Estate, Urban Planning and Development, Construction, Transportation, Sustainability
Below: Before and After Images in Slide Show, Summary, Credits


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SBB Europaallee - www.rebrand.com/sbbeuropaallee-images





Summary:


Industry Setting
The Swiss Federal Railways is one of the biggest companies in Switzerland. It has an excellent, highly efficient system of public transportation for both people and goods. A total of 28,000 people work for the SBB.

SBB Real Estate continues development work on the stations and the areas around them, as required and for the long term. In collaboration with municipal authorities and private investors, the company redevelops station environs into attractive business locations and lively meeting areas.

Challenge
In a multi-phase project between now and 2020, a new borough is being built up around the Zürich central station: Europaallee. With room for 1800 students to study, 6000 jobs, 400 apartments, and 160 hotel beds, Europaallee stands for modern urban quality of life. With trailblazing ideas and concepts, the new borough will also set new standards in sustainability and mobility. This project is a pilot for other similar projects in cities across Switzerland.

Strategy
Together with SBB managers, a brand strategy for Europaallee was developed. At its core is an autonomous brand entirely independent of the SBB. With a good name, solid brand architecture, it would integrate a system that defines its interaction with brands whose businesses will be located in this new borough.

Result
The result is a name with multiple associations, one that is solid enough to stand on its own for the first section of the new borough that has been finished. It also features a high-impact look and feel, a communication concept, and planned campaigns that started in September 2012, and will continue beyond then.


Credits:


Client: Schweizerische Bundesbahnen SBB - www.sbb.ch
Real Estate Communications and Marketing: Rudolf Eicher

Brand Strategists/Designers: MetaDesign - www.metadesign.ch
Creative Direction: André Stauffer
Design:
Geertjan van Beusekom
Dimitri Jeannotat
Manuela Lienert

Project Management: Dominique Baumann
Consulting: Lukas Eiselin
Photo Editing: Marjeta Morinc

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