Over the past 10 years, the Baugenossenschaft Frohheim (BGF) has continually expanded its housing portfolio throughout the city and the canton of Zurich. The modernisation of the building units was accompanied by the optimization of digital services with a new website and a revitalized brand. Crafft was called in for these tasks.
Qualitative survey of stakeholder needs.
Development of a new brand.
Website with various possibilities for interaction and participation.
What expectations do members of a building cooperative have of their website? Are the wishes of older residents different from those of a young family? And how can a web platform make the caretaker's everyday life easier? Our UX researchers wanted to know the exact answers and therefore interviewed key stakeholders of the cooperative in order to establish a customised solution.
With a consistent user-centred approach, we came up with a cluster of ideas: from optimising the repair notification and enhancing the networking of residents though customized digital platforms, to the continuous documentation of life in the cooperative. These services will be introduced on bgf.zuerich and its internal platform myBGF.
Not everything is digital: we attached importance to further increasing the synergies between digital and analogue communication. It was clear from the beginning that no one should be obliged into digitalisation or excluded from communication. Both the notice board and the members' newspaper were retained, and accompanied by a strategy of paperless communication to be implemented gradually over the next few years.
In line with our holistic approach, the relaunch of the website went hand in hand with comprehensive analytics and UX measures, closely accompanied by our Search Engine Optimization (SEO) experts.
We were also responsible for the content management of the platforms. This included editorial planning, journalistic execution as well as architectural photography of all the sixteen housing estates. Dan Cermak supported us for the portraits and Cyrill Krähenbühl for the reports.
With the brand design, Crafft developed, among other things, a simple, timeless figurative logo suited to applications of all formats and sizes: from the website, to the stationery and to the shirts and vehicles of the caretakers.