LAGO has been one of the most successful and therefore most awarded shopping malls in Germany for years.
The secret behind it: a hand-picked selection of special stores with often locally oriented offers.
And of course the unique location - in the middle of Constance - and thus in what is probably the most attractive city on the whole of Lake Constance.
This needs to be communicated on all channels. And in such a way that we also reach all target groups from Switzerland.
Together with LAGO and the University of St. Gallen, we have developed a long-term strategy that continuously "tracks" all customer perception issues at the shopping center - so we can always start where there is a need and demand is growing. We also formulated LAGO's unique strategic selling point: "The best tenant mix with a lakeside feel". However, we never communicate this sentence directly and offensively in advertising messages. Rather, the associated claim must resonate in everything that LAGO does, shows or writes.
In order to bring this claim to life through communication, we have developed an unmistakable and recognizable communication presence typical of LAGO. However, this also allows a great deal of flexibility so that a wide variety of seasonal themes can be individually staged.
Two central design elements ensure rapid LAGO brand recognition in all media channels:
1. the flexible stage for the campaign motif - always with the iconic lake water reflection.
2. the typographic "overhead reflection" of the phrase "AM SEE" as the geographical location and resolution of each headline.
