The Hotel That Makes Winter

Relaunching Kulm as the pioneer of winter tourism, through a new positioning, visual identity, photography and campaign approach, across their hotel and restaurant group.

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St Moritz has a long standing reputation as a playground for the world’s jet setters. It’s popular amongst high-net-worth individuals (and families) and is often seen as the height of luxury. Through our research, we uncovered that luxury within these target audiences was about being unexpected and understated, it has an ‘if you know, you know’ attitude and is about moments of surprise and thoughtfulness.

We developed a campaign - The Hotel That Makes Winter ‘We stand on the shoulders of our rich pioneering heritage. It’s our history that has made us who we are. But, it’s our forward-thinking that keeps us relevant and exciting. Keeping our guests curious, entertained and tapping into the playfulness of the brand.’

Kulm's essence was captured through vibrant lifestyle moments, embracing Engadin's winter spirit. We honoured the hotel's heritage by blending archival and modern imagery, showcasing its enduring legacy. Our creative direction was clear: inspire curiosity and convey unmatched understated luxury. This guided all art direction and copywriting, ensuring a playful yet resonant connection with the brand across all platforms.

A pivotal moment for the brand, the campaign required a complete overhaul in both the visual and verbal tone to ensure the brand felt contemporary and relevant. We assembled world renowned photographers and artists to enhance the art direction of the campaign. Luke Edward Hall's whimsical paintings captured Kulm's playful essence on printed materials, complemented by evocative lifestyle photography and video from Nils Grubber, Ali Zigeli & Fabian Gattlen. Our goal: enrich the campaign with a vibrant visual palette.

VSOE Winter in Motion Campaign | Film

UNMISSABLE Campaign | Film | Animation