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CWA Constructions SA/Corp.

Intensifying the communicative positioning, developing a well-founded brand strategy, and gradually redeveloping the overall communicative concept forms the core concern of CWA. As the global market leader and manufacturer of more than 2,000 cable car cabins a year, the aim is to strengthen and further expand this position.

From the global market leader to the world leader in innovation: together with the management team and the specialists, the new communicative positioning of the CWA brand was created. With the first future workshop and the application of design thinking, we laid the foundation for a new brand identity. With the atedo positioning methodology, we refined the brand values and the core performance promise of the brand.


For the lead product, the OMEGA cabin, the meta-story was created in an offsite session. With the atedo interpretation and application of the storydoing method, the product advantages were intensified in order to provide decisive insights for further marketing planning.

Building cable car cabins in Switzerland for the most beautiful places in the world – CWA has promised and lived this for almost 80 years. As a member of the Doppelmayr Group and world market leader, CWA stands for reliability – from the development, via production to on-site service.


The new company presence is also intended to create additional clarity in its visual appearance. The precision and sharpness of typography in the redesign of the word/image trademark supports its claim to market leadership. The emotional imagery conveys a fascination with cable cars and their use around the world. The website newly-developed by atedo acts as a communicative lighthouse.

Thanks to targeted measures flanking the new presentation, the desired positioning has been made tangible from the inside to the outside and anchored in the long term – based on the brand cockpit developed together with atedo.


The objective for CWA is to reinforce its top position in the development of the best cable car cabins in the world. The cable car sector is regarded as a tight-knit community with established structures. atedo quickly found an approach. Its unconventional ideas and experienced and practiced team helped to make our leadership claim externally clearly visible. The expectation of top performances by both sides, combined with a healthy dose of humour, rounded off our cooperation.

Marketing Head of CWA Constructions SA/Corp.

Competencies used

  • Strategic positioning 
  • Marketing conception
  • Meta-story and storydoing
  • Brand strategy
  • New development of the brand identity
  • Branding and brand appearance
  • Screen design
  • Interaction design

Project managers

daniel koelle