A brand strategy to turn great content into amazing experiences and enhance interaction with users.
UI and Brand Design for Steinmanndli
What ist Steinmanndli.ch?
Steinmanndli, these are the experiences of Marina and Falko. They have already started the Steinmanndli in 2012 as a private, non-public tour diary.
After some years they decided to continue steinmanndli.ch as a public blog and to share their experiences in the mountains and on journeys with other people. Until today several hundred tour and travel reports have been published, which are available to the fans of Steinmanndli today.
To take the Steinmanndli blog to the next level, I collaborated on the redesign of the user interface and branding.
Reducing the User Interface
One of the goals of the redesign is to focus on the professional photographs of Steinmanndli. Therefore the start page consists of a photo in fullscreen mode. Only the menu at the top, a short explanatory title and a scrolling hint at the bottom of the screen are visible on the start page. So it is possible to place an actual photo in the center. Due to minimal distraction, the photo will be in the focus of attention.
Steinmanndli is a very versatile blog, as Marina and Falko do many different sports and the number of tour categories has therefore grown over the years. In the new interface, the categories are grouped into higher-level categories for better orientation. Nevertheless, the individual disciplines are easy to find under the corresponding sub-menu.
New post format
In addition to stories consisting of large-format photos, partly videos and engaging texts, we have created a new post format:
In this format, the photos of a tour are entirely in the spotlight. In a kind of gallery the photos are displayed in fullscreen and each with a single short explaining sentence. Thus the context becomes clear, but no content distracts from the image.
Defining Brand and Colors
The logo of Steinmanndli was already fixed and was brought into its present form about two years ago. The backmost «i» in Steinmanndli is designed as a stone man and symbolically represents our way. This stone man is the logo icon of the brand Steinmanndli and is also used as favicon.
However, we have redefined the color scheme for the user interface design. The main color is a shining blue, which contrasts extremely well with white and nuances of grey. The dark red of the logo is also a balanced contrast to the shining blue. The different greyscales allow to emphasize the difference of elements on the page without making the page look too colorful and therefore restless.
Creating Brand Slogans
Only the name Steinmanndli does not indicate the content of the blog. Since a new focus is also being placed on professional photos, videos and storytelling, these elements should also be expressed in a corresponding slogan and a short description. And also each of the three content pages – Stories, Travel and Who we are – should get a short slogan.
So we have asked ourselves the question: What are we actually doing at the Steinmanndli? And what do we want to achieve with it?
The brainstorming session was intense and the answers were wide-ranging:
We enjoy going to the mountains
The next step was to narrow down the choice of keywords and turning them into clear slogans and a short description which can be used for different purposes on the websites.
Sustainability – Mountains – Nature – Tours – Sport – Travel – Stories – Experiences – Relations – Inspiration
Maximizing Interactions with Users
Social Media Feeds
Steinmanndli should inspire other people and with their stories Marina and Falko want to get a connection to their users. To make this possible Steinmanndli can be found on social media for quite some time. The Instagram- and Facebook Feed are also integrated on the website so that website visitors have a direct link to the profiles.
Like & Share
For the blog posts there is a new voting function. If a user likes a post, he or she can show this directly on Steinmanndli.