Development plan for the Grüzefeld housing estate
A listed housing estate with over 700 residents is to be renewed for several hundred million Swiss francs by four cooperatives with different communications cultures: communications for the public display period of the “Grüzefeld Housing Estate” development plan faced countless stakeholder groups as well as politically sensitive issues. Thanks to a carefully developed communications strategy, trust in this highly complex construction project was strengthened and related uncertainties were addressed proactively.
Consulting Copywriting Media relations Strategy & concept
Brief & objectives
The Grüzefeld housing estate—Winterthur’s largest cooperative housing estate with 362 apartments—was built in the 1960s and urgently needs renewal and further development. Four cooperatives (HGW, GWG, WGW and GAIWO) are jointly planning refurbishments, extensions and new builds over the next decade. The development plan, which provides the legal basis for this immense construction project, was put on public display in autumn 2025. Staub & Wirbel was commissioned to support this communications-intensive phase.
Objectives:
Integrierte Kommunikation
Ensure coordinated, consistent communications across all four cooperatives
Information
Inform different stakeholder groups—residents, neighbours, media, politics, etc.—honestly, in a target-group-appropriate way, and on an equal footing
Vertrauen stärken
Strengthen trust in the planning process and address uncertainties proactively, so that there are as few objections as possible
Strategy & implementation
At the outset, a comprehensive communications concept was developed: we analysed the project environment and its areas of tension, defined target groups and communications objectives, developed key messages and a concrete catalogue of measures. Staub & Wirbel then supported the operational implementation.
Key measures:
Kommunikationskonzept
Comprehensive analysis of the project environment and development of consistent messaging with key messages, as well as target-group-specific wording for sensitive topics such as demolition, rent development and high-rise buildings
Massnahmeplanung
Development of a detailed action and timeline plan for implementing the communications measures, including prioritisation and responsibilities
Beratung & Unterstützung in der operativen Umsetzung
Consulting and support with media relations and coordination between the four cooperatives during the public display period, and provision of communications guidelines (e.g., for key messages in plain language)
Outcome & impact
The collaboration demonstrated that professional communications build trust, especially in complex projects. By communicating consistently and clearly, we were able to reduce uncertainties among various stakeholder groups—particularly the residents of the Grüzefeld housing estate. By proactively naming and contextualising “sensitive” issues, we took the wind out of potential critics’ sails and positioned the four cooperatives as reliable and transparent partners.