Neutral is a communications, identity and thought leadership agency servicing brands, companies, institutions and cities. We have been a partner of strategic and creative transformation in economy, culture and retail since 2001. It is our dedication to support you in raising your stature and becoming more meaningful, visible and influential.

We are a pioneer in leveraging architecture, art, design and science to make your mission more engaging.

Neutral Zurich AG
yes@neutralzurich.com

Wasserwerkstrasse 129
8037 Zürich Switzerland

Neutral is a communications, identity and thought leadership agency servicing brands, companies, institutions and cities. We have been a partner of strategic and creative transformation in economy, culture and retail since 2001. It is our dedication to support you in raising your stature and becoming more meaningful, visible and influential.

We are a pioneer in leveraging architecture, art, design and science to make your mission more engaging.

Neutral Zurich AG
yes@neutralzurich.com

Wasserwerkstrasse 129
8037 Zürich Switzerland

Art for everbody: build your own Ai Weiwei

00:00
00:00
Hornbach
  • Collaboration
  • Campaign
  • PR Campaign
Ai Weiwei Studio
2020

«It’s one of those campaigns that will set standards in German advertising.» Horizont

HORNBACH is Europe’s fifth largest DIY and garden store. Since 2010, the bricks-and-mortar business has been completed by the online shop. HORNBACH has positioned itself as expert partner for challenging DIY projects by its clients.

Neutral approached HORNBACH with the idea to reach out to new audiences with an extraordinary project: A work of art by a globally influential artist that anyone can build themselves with material bought at the DIY store. Artist Ai Weiwei immediately loved the idea of public art and in an intense process involving 5 prototypes created a proposal for HORNBACH. Safety Jackets Zipped the Other Way was the chosen option. It has museum format. A manual demonstrates how it is built. The result is an original Ai Weiwei.

In a collaborative effort HORNBACH’s agency Heimat Berlin and Neutral Zürich are responsible for implementation and communication of this project.

European press launch 11th February, Studio Ai Weiwei Berlin. Campaign: Documentary, TVC, billboards, social media.

Eternity Now: Wellbeing and beauty retail reimagined
 

Eternity Now: Wellbeing and beauty retail reimagined

Strong voice for Ticino’s new art museum
 

Strong voice for Ticino’s new art museum

Homes for post-materialists and art lovers
 

Homes for post-materialists and art lovers

Sensations of everyday life
 

Sensations of everyday life

GDI Retail Summit 2019
 

GDI Retail Summit 2019

Moderating the launch of a new generation of entrepreneurs
 

Moderating the launch of a new generation of entrepreneurs

Where architects, builders, planners and writers meet
 

Where architects, builders, planners and writers meet

World’s finest branding and packaging
 

World’s finest branding and packaging

Manifesto for change
 

Manifesto for change

Strengthening the brands commitment to the quintessential beautiful
 

Strengthening the brands commitment to the quintessential beautiful

Sonnecting disruptive minds with worldwide media and influencers
 

Sonnecting disruptive minds with worldwide media and influencers

A cultured approach for Art Basel
 

A cultured approach for Art Basel

Curation and programming
 

Curation and programming

The Next Three Years for europe’s thoughtleaders
 

The Next Three Years for europe’s thoughtleaders

Art & Entrepreneurship: engaging HNWIs on 3 continents
 

Art & Entrepreneurship: engaging HNWIs on 3 continents

Look at fusty old Pringle now
 

Look at fusty old Pringle now

Invigorating brand, creating value
 

Invigorating brand, creating value

Michelle Nicol’s store for editions by fantastic artists
 

Michelle Nicol’s store for editions by fantastic artists

The platform to collaborate with female creatives
 

The platform to collaborate with female creatives

Postioning and campaigning from sports to sports lifestyle brand
 

Postioning and campaigning from sports to sports lifestyle brand

Access to young audiences
 

Access to young audiences

update soon

Neutral is a communications, identity and thought leadership agency servicing brands, companies, institutions and cities. We have been a partner of strategic and creative transformation in economy, culture and retail since 2001. It is our dedication to support you in raising your stature and becoming more meaningful, visible and influential.

We are a pioneer in leveraging architecture, art, design and science to make your mission more engaging.

Neutral Zurich AG
yes@neutralzurich.com

Wasserwerkstrasse 129
8037 Zürich Switzerland

Neutral is a communications, identity and thought leadership agency servicing brands, companies, institutions and cities. We have been a partner of strategic and creative transformation in economy, culture and retail since 2001. It is our dedication to support you in raising your stature and becoming more meaningful, visible and influential.

We are a pioneer in leveraging architecture, art, design and science to make your mission more engaging.

Neutral Zurich AG
yes@neutralzurich.com

Wasserwerkstrasse 129
8037 Zürich Switzerland

Branding, re-branding and brand transformation strategies and processes. Brand-positioning in the market, in public and in society. Translation of thought leadership strategy into messaging and campaigning.

Brand strategy + thought leadership

Branding, re-branding and brand transformation strategies and processes. Brand-positioning in the market, in public and in society. Translation of thought leadership strategy into messaging and campaigning.

Implementation of the brand strategy into your culture.

Holistic corporate identity + corporate design

Implementation of the brand strategy into your culture.

Content strategy and storytelling. Sustainability and responsibility action planning. Campaigning. Workshops and training. Meaningful advertising. Event programming. Social media strategy and community activation. PR and reputation management.

Strategic communications

Content strategy and storytelling. Sustainability and responsibility action planning. Campaigning. Workshops and training. Meaningful advertising. Event programming. Social media strategy and community activation. PR and reputation management.

We use our vast network in architecture, beauty, contemporary art, design, finance, literature, science, tech and urbanism to cast the most influential voices and develop meaningful relationships on a micro and macro level. Our influencer campaigns and collaborations are modern, distinctive, intelligent, disruptive, audience-targeted and inspiring. Our influencer operations are led by co-founder Michelle Nicol.

Influencing

We use our vast network in architecture, beauty, contemporary art, design, finance, literature, science, tech and urbanism to cast the most influential voices and develop meaningful relationships on a micro and macro level. Our influencer campaigns and collaborations are modern, distinctive, intelligent, disruptive, audience-targeted and inspiring. Our influencer operations are led by co-founder Michelle Nicol.

Deployment of art, design and architecture as experiantial strategic tool. Creation of collections in art, design and architecture. Collection management and programming. Collection scenography. Education.

Curation

Deployment of art, design and architecture as experiantial strategic tool. Creation of collections in art, design and architecture. Collection management and programming. Collection scenography. Education.

 

Clients

Airport Zurich
Art Basel
Audemars Piguet
Buildtogether
Boffi
Cartier
Chloé
Città di Lugano
Credit Suisse
E.A.T. Engadin Art Talks

Galerie Eva Presenhuber
GDI Gottlieb Duttweiler Institute
Hornbach
La Prairie of Switzerland
MASI Museo d’Arte della Svizzera Italiana
Mobiliar

Pringle of Scotland
Pro Helvetia
Puma
Valser Wasser
Vienna Tourism
Zimmerli of Switzerland
Zurich Tourism

Founders

Michelle Nicol
Curator, entrepreneur

Michelle’s background is in contemporary art and architecture. She has a master degree in art history and film from the University of Zurich. She started her career working as a writer for international newspapers and magazines while curating bespoke art collections and exhibitions. She ran a temporary boutique for art edition in Zurich called Serial in 1993. She worked as a curator for Museum Ludwig in Cologne and curated the fashion section for the first edition of the Berlin Biennale in 1998.

Michelle co-founded Neutral with partners from the advertising world in 2001. She has built a track record advising global companies and brands on strategy, change programmes as well as positioning and re-positioning mainly in the lifestyle, fashion and art industries. Extensive experience in the retail sector creating new experiences. Known as creator of intelligent brand content and storytelling, which impacts advertising and generates PR. High-quality global network in design, architecture, fashion and contemporary art. Skilled at leading a team of 20plus employees.

In the past years Michelle has intensified her moderation activity for conferences and talks such as GDI Gottlieb Duttweiler Institute, Locarno Film Festival, Kontext – the Think Tank of Swiss Textiles, and the Luxury Venture Group Geneva.

Michelle Nicol is a member of ADC Art Directors Club Switzerland.

Rudolf Schürmann
Strategist, creative director, entrepreneur

Graduated in graphic design at the Kunstgewerbeschule Luzern, today the Lucerne University of Design and Art. Post graduate studies of painting at the Staatliche Hochschule für Bildende Künste Frankfurt with Professor Johann Georg Geyger, art history with Klaus Gallwitz.Transfer to the Düsseldorf Art Academy, Professor Gotthard Graubner.

Practice as an artist: works influenced by situationism, structuralism and hard edge painting. His photographic works looked a lot like those of Jeff Wall – without him know him knowing Wall at the time.

Rudolf started in advertising as a copywriter. Then he became Chief Creative Officer (CCO) and Managing Director in advertising and communication agencies in Switzerland and Europe: Advico Young&Rubicam, Saatchi&Saatchi, Euro RSCG. He joined retailer Media Markt as CCO.

Numerous national and international awards in advertising, branding and marketing communication. Responsible for the Swiss Campaign of the Year 2000.

Co-founder of Neutral, where he is instrumental in making brands, companies, institutions more visible and influential as innovators and thought leaders.

Self-study of architecture, interior decoration, urbanism through renovating and rebuilding important architecture as well as working with architects for client projects. Rudolf discovered forgotten buildings of the post-war modernism long before the trend towards brutalism and post-war modernism was spread through Wallpaper and other publications. Inhabitation, renovation and reconstruction of a series of misunderstood houses and architectural icons of the 60s through 80s.

Rudolf Schürmann is a member of ADC Art Directors Club Switzerland.

Impressum

Code:Olivier Hug, baenziger-hug.com
Design:Data-Orbit, data-orbit.ch
Inhalt:Neutral Zurich AG

Wasserwerkstrasse 129
8037 Zürich Switzerland