Berg & Beiz
Discover Switzerland as a playground
What is missing when content is there but has no impact? With Berg & Beiz, a new brand was created that brings the leisure and culinary content of the Ostschweiz to life – through clear branding, tested UX, and social media formats that generated real reach for the first time.
🚨 Business problem(s) & goal
Before the project started, many articles about leisure activities, excursions and gastronomy in Eastern Switzerland already existed. However, this content was spread across different channels and offered little potential for targeted promotion or additional revenue models.
The goal was to create a central digital touchpoint that brings these contents together, strengthens their visibility and positions them as an independent brand. In addition to reach and brand building, the platform was designed to enable additional business opportunities in the long term, such as partnerships, curated content and promotional formats.
🔍 Research & Discovery
At the beginning of the project, a workshop with various stakeholders was conducted to define the foundations of the brand. Target groups, tone of voice, differentiation from existing journalistic offerings and the strategic role of the new platform were discussed.
This phase created a shared understanding of vision, values and business goals and formed the basis for all further decisions.
✨ Ideation & Concept
Building on the discovery phase, the conceptual foundation of the platform was developed. The focus was on how existing content could be meaningfully bundled, curated and experienced by users.
At the same time, the role of the platform within the broader ecosystem was defined, as well as how it should differ visually and functionally from classic news products.
🎨 Branding
Together with various stakeholders, I developed the brand positioning in a workshop and used it to shape the visual brand identity. Based on the defined positioning, Berg & Beiz was developed as an independent brand from the ground up. The goal was a clear and recognisable identity that works across digital products and social media.
The logo was designed to be flexible and adaptable across different touchpoints. Its four shape areas form the visual basis for both the website and social media design, ensuring a consistent and distinctive brand appearance.
The round and playful shapes represent the variety of leisure activities, movement and the dynamic lifestyle of the region, creating an emotional connection to the brand.
🔄 UX & Platform Design incl. Usability Testing
In parallel with the brand development, the UX of the platform was designed. The goal was to create a clear and inspiring structure that allows users to quickly access relevant content while encouraging exploration.
The focus was on clarity, orientation and a well-defined content hierarchy. The UX was intended to reflect the diversity of the content without overwhelming users and to make the Berg und Beiz brand tangible on a functional level.
To validate the concepts, a usability test was conducted. The insights gained were directly incorporated into the refinement of the information architecture, navigation and interaction patterns and formed the basis for the final design of the platform.
📈 Social Media & Content Strategy
Alongside the platform, the social media presence of Berg & Beiz was conceptualised. Early evaluations showed that existing content achieved low reach and limited engagement.
To address this, I created additional content posts, formats and stories. A key focus was the development of a recurring reel format that clearly stood out from previous posts. This format achieved the best performance to date and proved to be an effective way to increase reach and engagement.
Social media was therefore treated not just as an extension of the platform, but as an independent touchpoint for brand building, audience activation and content promotion.
🚀 Outcome
The project resulted in a clearly positioned new brand with a consistent visual identity across website and social media. Berg & Beiz now serves as a central destination for leisure and culinary content in the «Ostschweiz» and provides the foundation for additional revenue opportunities beyond traditional journalism.
The combination of clear UX, validated design decisions, strong branding and new social media formats significantly increased the visibility of the content and demonstrated how design, research and content can work together to create measurable impact.
