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Tirol Re-Branding (Competition)

Art Direction, Corporate Design
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Situation

The Lebensraum Tirol Holding announced an international competition in two stages for the re-design of the location brand Tyrol. It is about Tyrol. It is about the Future. It is about finding a higher method that combines all state agencies – Tyrol Advertising, Tyrol Agrarian Marketing, the location agency Tyrol, as well as its sub categories and brings them all together under a single strategic roof. Our submission consisted of a guiding idea, a concept for the new visual identity, dealing with the highly complex brand architecture, the central piece being corporate design, and a campaign. The varied European jury was made up from experts in the field – both in terms of brand strategy and design communication – who all came to the clear and unanimous verdict in favour of the recommendation for a new launch represented by the CD-relaunch by OrtnerSchinko. The commission itself was given to the second place.


Concept

It is open. It is unique. It is what it is. We developed this system. It is time to focus on what is important. We want to show that we are unmistakable in terms of where we belong and where we draw the line. No other brand besides Tyrol could afford to do that. All central image shaping fields are communicated through our system in such a way that the economy, work, and leisure become a new experience in a new and charming manner. The idea is: Tyrol is just one. In all of its diversity. One thing was never forgotten during this process: the message must be conveyed as clearly and as minimised as possible through image and text. We tread this path with the necessary timely practicality. In order to avoid falling into a distinct trend and having a system that becomes too specific for one time. To make it easy for people from Tyrol to use this system, we also placed high value on making sure that the integration as well as the development of the brand architecture remains as easy as possible. Specifically, this intends to increase the participation of the users and thus make the management of the brand contact points easier.

Concept:
OrtnerSchinko
Sigi Mayer
Copy:
Norbert Tomasi
Photography:
Eric Asamoah
Thomas Albdorf
Sigi Mayer
Mot Suwat
Tirol Werbung GmbH
Illustration:
Sophia Wäger