Reimagining the legacy of the world’s most iconic winter hotel with a playfully curious visual identity.

Kulm’s spirit was brought to life through vibrant lifestyle moments, embracing Engadin’s winter magic. Blending archival and modern imagery, the hotel’s heritage was honoured while maintaining a fresh, timeless appeal. The creative direction was clear: spark curiosity and convey understated luxury, shaping a cohesive brand presence across all platforms.

A pivotal shift for the brand, requiring a full refresh of both visual and verbal tone to keep the brand contemporary and relevant. World-renowned photographers and artists helped bring the vision to life—Luke Edward Hall’s whimsical paintings added charm to print materials, while evocative photography and video from Nils Grubber, Ali Zigeli, and Fabian Gattlen created a dynamic visual palette.