#ThePeakToBe
CompanyTitlis cableways30.11.2023
Can you reinvent a mountain like Titlis? Of course not. Its majestic peak has reached into the sky above Central Switzerland for millions of years – and will no doubt continue to do so for a long time to come.
#ThePeakToBe - We have redefined Titlis as a brand
What can be redefined, however, is the brand of a mountain. In other words, the specific features of a peak and the emotions that it evokes in the people who see it for the first time, explore it or work there daily. The brand creates identity, builds confidence and guarantees recognition.
The Titlis Project as a catalyst
We have been revising and redefining the Titlis brand in recent months – this can be clearly seen here on our website. The catalyst for this process was the "Titlis Project" – our big construction project that includes an additional cableway, a new mountain station and the expansion of the telecommunications tower (more on this project by the Basel-based architects Herzog & de Meuron can be found here).
In order to plan a generations' project of this kind, we have grappled intensely with the question of what we want the future to look like for Titlis. It quickly became clear that the brand also needs to move into the future. It needs to represent the strategic transformation process and be in line with our future direction.
An icon in the heart of Switzerland
The Titlis brand stands for an iconic mountain in the heart of Switzerland. A mountain that enables pioneering experiences that will be remembered for a lifetime. Titlis represents the power of nature, first-class enjoyment and unique architecture. In short, Titlis is a must-see experience. It is #ThePeakToBe.
In addition to these and other key messages that we have created in the form of social media-friendly hashtags, the iconic T is a particularly striking design element. It comprises dynamic lines and is reminiscent of the steel structure of the new telecommunications tower. The brand now dazzles in bright blue with red highlights.
The new brand identity will be visible from the start of the 2023/24 winter season and is set to give Titlis a recognizable identity on the way to a new and exciting future. When are you going to experience Titlis afresh?