Lucerne Convention Centre

  • Branding
  • Strategy

Starting position

Lucerne Convention Centre launched four years ago with the expansion of the buildings for its trade fair offering. As part of this modernisation, the Lucerne Convention Centre management also wanted to reposition the brand. They tasked our brand experts with creating the new strategic direction.



The solution

"Space for innovation" – Lucerne Convention Centre has not changed its claim. Our analysis of stakeholder groups for trade fairs, events and congresses, based on customer journeys, resulted in the conclusion that the tried and tested is often also the best. In collaboration with the management, we conceived a new, multi-layered offering. The new corporate design and the verbal identity are focused on space as a leitmotif and on the different brand roles.



The benefits

On 13 August 2013 Lucerne Convention Centre invited guests to the opening ceremony of the new exhibition and events halls. As part of this ceremony, the brand was given a new personality. Our strategy and brand designers have placed Lucerne Convention Centre in the spotlight a number of times: with a standard presence at all analogue and digital touch points, a new control and building labelling system, progressive interior design and an expanded service offering.



The strategy and branding

After carrying out a comprehensive touch point analysis of the different services and target groups, we adapted the repositioning of the Central Switzerland exhibition centre, the brand personality and the brand strategy, and redefined the roles of the different business portfolios. As a consequence, we sharpened up internal and external communications accordingly.

Today Lucerne Convention Centre exploits every area of the events business, from idea creation to shaping and staging, execution and follow-up of trade fairs, events and congresses. But, more than anything, it ensures that exhibitors and visitors alike feel at home in Lucerne Convention Centre.

The signage


The new image of Lucerne Convention Centre is independent and inspiring. It expresses in images the vision to be a leading partner for specialised, qualitatively excellent products and services. The new Lucerne Convention Centre brand offers an innovative platform for linking brands, people and subjects – with regard to content as well as visually and verbally.