Lokstadt
Branding that lasts for generations
In 2015, voters in Winterthur approved the public design plan for the renovation of a former industrial area spanning 21,000 square metres. The idea was for this huge area, formerly where historic locomotives were manufactured, to become a more sustainable location for work, education, living and leisure, one that fitted better with the district at hand – all tailored to the requirements of the 2,000-watt society. GRIP has been assisting with the communication for this large-scale project from the off.
An urban living space is being created at the heart of Winterthur, in a place where locomotives were previously built.
Lokstadt – a new district
Since the previous name for the area, Sulzer-Areal, was not historically accurate for this industrial area, and a clearer positioning had been requested, GRIP developed a new name for it. The size of the area – this isn’t just a quarter but a new district – carries weight in terms of its urban development. The name needed to be received positively by politicians and the population, be snappy and harmoniously situate the area within the image of the city. Its rich industrial past and history of involvement in the rail sector ultimately gave GRIP the idea for an incisive, coherent name that tapped into a whole world of terminology and storytelling opportunities: Lokstadt.
«The name Lokstadt brings together the past and the future of this area.»
Michael Künzle, Mayor of Winterthur.
A coherent name
Various spaces for living, work and leisure are being created between 2017 and 2025 in the area that formerly housed the production halls for the Swiss Locomotive and Machine Works (SLM). They have impressive names like Tender, Krokodil, Rocket, Rosa or Weisshorn – all names of locomotives that used to be manufactured here. GRIP was also charged with creating a name for the central square in Lokstadt. It was christened Dialogplatz, a historical reference to the 1937 dispute between companies and workers who met at the square to engage in dialogue with one another and put their differences aside.
Playing a key role in shaping communication
GRIP was in the driving seat for the realisation of the buzzing new district, as Implenia’s communications agency. In terms of branding, we are responsible for developing the brand, the brand DNA, the nomenclature and for brand management, corporate design, brand wording and the image universe. Alongside this, we support Implenia with renting or selling the buildings and apartments, with area marketing and much more.
From naming to branding, through to marketing: GRIP played a key role in making Lokstadt a reality.
