The brand was developed on three levels and in three steps: In a first step, the brand values were defined in a target group-specific needs analysis: individual, intelligent, tailor-made. Then the brand name was developed: The name “My Stop” reflects the service-oriented approach of the service station. This is underlined with the brand-specific font. In the third step, the concept for the exterior, façade, interior (access/retail/catering) and signage was developed and the brand values were spatially transferred. The service area is a place to stay and a meeting point with individual offers geared to different needs.
The implementation focuses on the interior fittings such as entrance areas, My Stop shop, takeaways, My Stop zone, restaurant with back office and storage areas as well as the visitor guidance in the interior. In order to be able to fulfil the goals of an overarching planning of atmosphere and brand presence, these considerations were gradually merged with the design of the corporate identity.
