How Badrutt’s Palace Became Legendary Again

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  • #ToneofVoice
  • #PictureAnalysis
  • #Website
  • #ContentStrategy
  • #E-Commerce
  • #Measurement&Analytics

How Badrutt’s Palace Became Legendary Again

Join us on the Badrutt’s Palace Hotel St. Moritz journey where you will discover how we rekindled the pioneer spirit of a traditional icon and refreshed the hotel’s brand to put it back in the spotlight.

The Lay of the Land

Despite its pioneering heritage, the hotel had become conventional. The corporate identity and website was dated and did not represent the brand character.

Mood Images

Before Our Time

Founded in 1896, Badrutt’s Palace Hotel St. Moritz is one of the world’s most traditional and prestigious grand hotels. It is a truly iconic brand, often credited as the hotel that popularised winter tourism.


Pioneer Positioning

We saw the value of the hotel’s pioneer spirit. It was this that once made the brand legendary and gave it a distinctive grandezza. And it was this spirit that needed to be rekindled to take the hotel’s legendary status into the 21st century.


Corporate Identity Refresh

We designed a lighter and more contemporary colour palette,  by refreshing the blue tones and increasing the presence of white, while adopting a stylish and playful typography.  


Visual Evolution

We felt the visual language would play a key role in reinvigorating the hotel and projecting it as a modern icon. To help with this, we shifted the focus to more emotional visuals and utilised models to present an image of lifestyle and glamour. The introduction of film also helped bring the brand experience to life.


Tone of Voice

We brought a fresh perspective to the tone of voice, taking it from push to pull communication. Rather than heavy descriptions and a focus on infrastructure, we introduced more unexpected, charming and lively language and storytelling, aligning the tone of voice closer to that of a pioneer brand.


E-commerce Integration

We helped launch a new e-commerce platform to boost online business, allowing users to purchase gifts, book spa treatments and restaurant tables in real-time, and make room and suite reservations.

Better Performance


Conversion rate


Revenue direct bookings




Social media traffic


SEO organic traffic growth