zürich card
a new look for the official city pass from zurich tourism for visitors and locals. the offer is constantly being expanded and, for example, now includes free admission to almost all zurich museums.
the rebranding combines a stylised card shape with an emotional imagery, making the advantages of the card even more visible.
at the heart of this expansion is a stylised card shape that can be used flexibly: it frames image content, highlights it in a targeted manner or forms a grid or mosaic that can be filled with a variety of image motifs and text elements.
the overall design of the zürich card is perfectly integrated into the existing identity of zurich tourism, which we have developed in 2017.
the rebranding was implemented across various channels: from posters, tram advertising and digital screens to the website and social media channels, video clips, web banners and the zurich city guide app. the visual redesign ensures a consistent, recognisable appearance across all media.
project details
-
the zürich card is the official city pass for visitors and residents, offering access to a range of benefits, including public transport and admission to museums and other attractions. as the offer continued to expand, the challenge was to communicate its many advantages in a clear, engaging and recognisable way across a wide range of channels.
-
the redesign builds on the existing visual identity developed for zurich tourism in 2017. at its heart is a simple idea: the shape of the card becomes a flexible graphic device that frames the experiences, places and cultural highlights waiting to be discovered in zurich.
-
the stylised card shape serves as a visual frame for expressive photography, bringing the benefits of the zürich card to life. it can highlight individual images, structure information or form a grid or mosaic combining different images and text. this flexible system creates a dynamic visual language while maintaining a clear connection to the wider zurich tourism brand identity.
-
the visual redesign was rolled out across a range of communication channels, including posters, tram advertising, digital screens, the website, social media, video clips, web banners and the zurich city guide app. across these formats, the combination of the card shape and emotional imagery creates a consistent and recognisable presentation of the city pass and its benefits.
-
client: zurich tourism
project: zürich card visual redesign
year: 2025
services: concept development, art direction, graphic design, campaign design and visual communication -
concept, art direction, design: studio marcus kraft
video/trailer: florian winkler, galactic studios
responsible at zurich tourism:thomas wüthrich (director), janine rupf (head of marketing), anita lutz (manager branding & production), andrea scherrer (content & project manager)