Marcus Kraft
Creative Director · Founder
In their own words
Our goal was to communicate the Zürich Card in a way that was not only informative but also inspiring – while showcasing the city’s diversity in a concise visual language.
We distilled the card into a highly recognisable stylised frame that can act as a single frame for a hero image, an accent to pull out key info or benefits, or a modular unit that tiles into a grid to create energy and variety.
Visually, we wanted people to see the design and inevitably think of sound and resonance.
We consistently use only a single font. No light, no bold – only regular.
We wanted to give the institution a contemporary graphic identity that would also help it transform from an insider tip into an institution with international appeal.
Articles & interviews
- Studio Marcus Kraft Redesigns Zürich Card with Versatile Visuals
Studio Marcus Kraft refreshed the Zürich Card’s visual identity for Zurich Tourism, creating a modular system built around a stylised card frame. The flexible design adapts across print, digital, and motion applications while maintaining continuity with Zurich Tourism’s existing identity. The update balances Swiss typographic clarity with emotionally resonant imagery to communicate the card’s expanded benefits.
- New Branding for Klangwelt Toggenburg by Studio Marcus Kraft
BP&O’s feature by Emily Gosling explores Studio Marcus Kraft’s new identity for Klangwelt Toggenburg, a Swiss cultural organisation devoted to sound and nature. The rebrand introduces a custom typeface, Klangwelt Regular, derived from Forma DJR, and a restrained monochrome palette with yellow accents. The identity extends across signage, digital, and sonic branding, reflecting the region’s acoustic and architectural heritage.
- Marcus Kraft Designs Dynamic Identity for Klangwelt Toggenburg
Studio Marcus Kraft created a new brand identity for Klangwelt Toggenburg, a cultural institution in the Swiss Alps that explores the relationship between sound, nature, and tradition. The identity features a bespoke typographic system inspired by overtones and Alpine landscapes, complemented by a sound logo and motion design. The minimalist, restrained approach aims to give the institution a distinctive and internationally appealing voice.