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The legend of St. Moritz can be attributed to a combination of urban lifestyle and unique Alpine landscape. As the cradle of winter sports tourism the special atmosphere has been attracting people from all over the world for decades and has made the international hotspot St. Moritz a brand in its own right. The objective was to redefine the entire brand design in a way which primarily communicates the concept of the most extravagant, urban lifestyle in the Swiss mountains.