Swiss Prime Site Immobilien

From a print tank to a think tank

 
Until 2015, the printing machines whirled and rattled in the huge halls of NZZ’s print shop in Schlieren, putting all the journalistic insights from Falkenstrasse onto paper overnight. In a place where the thoughts of NZZ journalists were previously turned into print, the ideas and expertise of innovative companies are now whirling and rattling around the think tank JED.

Join. Explore. Dare.
How can you transform the industrial halls of a print shop into an innovation hub, from a communication perspective? Swiss Prime Site Immobilien brought GRIP on board to answer this question, commissioning us to create the name and set up an SEO-optimised web presence. Both technical and emotional names were taken into account in the presentation, with the client ultimately deciding on an obvious new name for the area.

This didn’t last long, though. Two days after the presentation, we had a call from the project manager. «I can see the arguments for the name chosen, it would win a majority and we like it as much as before, but we can’t get the alternative out of our minds: JED.» JED stimulates people’s imagination, it meets the reader on an emotional level: the name really has something special about it. It sounds nice to the ear and is dynamic. JED could be a person. And JED stands for: Join. Explore. Dare.

Industrial architecture with modern workspaces
The three terms get to the heart of JED’s position. JED is an innovation hub and inspiring infrastructure in one. A new type of place that brings together innovative companies and creates diverse synergies. JED creates a unique atmosphere and offers a generous experience of space that combines industrial architecture with modern workspaces. JED encompasses work universes, event locations and leisure and catering facilities.

Zühlke, Halter and the like
High-profile tenants like Zühlke, Halter and the like – and not least GRIP – are now responsible for the headlines that are no longer printed in NZZ’s halls. Thanks to detailed storytelling on the website, on social media channels and by PR, we encouraged brand perception and are giving this progressive company site the charisma it deserves.