The brand concept was developed on three levels in three steps: In a first step, brand values were developed in a target-group specific need analysis: individual, intelligent, tailor-made. The next step was to develop the brand name: "My Stop" reflects the service-oriented approach of the motorway services. It is highlighted by the brand's own font. In a third step, the concept for the exterior spaces, the facade, the interior (connections/retail/catering) and the signage were developed and the brand values were transferred into space. The motorway service area is a place for stopping and meeting, including individual recreation offers aimed at a wide range of requirements.
The implementation focused on completing the interior and entrance areas, the My Stop shop, take-aways, the My Stop zone, the restaurant with its office and storage rooms as well as the visitor guidance in the interior. In order to fulfil the objectives of an overarching planning of the atmosphere and the brand presence, these considerations were gradually merged with the design of the corporate identity.