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New brand identity: A picture is worth a thousand words


Complete brand overhaul at Grand Resort Bad Ragaz: more images, still and moving, more information and a clear positioning. «Grand Resort Bad Ragaz sets a very important milestone for the future with its new brand identity», says Claudia Herkert, Director of Marketing & Sales at the Swiss resort, which was crowned «Best wellness hotel in Switzerland» in 2017 by the SonntagsZeitung for the 9th time in a row. The project’s balancing act: keeping existing guests happy while attracting new ones. «With the stylish, modern image we are convinced we will achieve this goal.»


Some big names have certainly worked on this project: the branding agency Jung von Matt/brand identity were involved with the concept, Rembrand Agency from St. Gallen took over the implementation. The specialists at sitegeist are responsible for the website and the experts at Racerfish for the ever more important moving images, continuously creating new videos. They all worked hand in hand over the past few months to perfect the new branding – futureproof.


“Surround your soul”– that is the message of the luxury five star hotel in East Switzerland whose success story first began with the discovery of a thermal spring in the wildly romantic Tamina Gorge in 1242. The thermal water still forms the basis of all the activities in Europe’s leading wellbeing & medical health resort.


The new imagery will portray much more than before, comprising a combination of illustrations and real images. Both have their purpose: the illustrations are mainly to provide a key visualisation of the thermal baths areas. The photos will predominantly be used in promotions.


The brand positioning is also very clearly defined and communicated: Grand Resort Bad Ragaz is the leading wellbeing & medical health resort in Europe. The thermal water is one of the elements of the resort’s long standing success, the manifold offering of an excellent five star luxury resort surrounded by beautiful scenic nature is another. And the third: its own medical centre makes Grand Resort a true health resort where guests are given their own paths and possibilities to recovery, health (prevention) and healing (rehabilitation).


One website has now become four – above all to provide greater clarity. By using individual URLs the target market can be addressed directly and at the same time the key competencies can be clearly portrayed:,, and, the corporate website.

Attached photos

Click on a preview image to obtain the high resolution photo which you can save to disc with a right click.



Anna Kristina Bichsel, Director of PR & Corporate Communications
Telefon +41 81 303 27 16 
Fax +41 81 303 27 18 

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