Our work started by crystallising the creative concept at the core of the brand. Despite its broad audience, Swisscom has an enduring role that’s relevant in every case: they act as a guide and a companion in an ever changing world.
We developed this concept into a visual expression that we called the Guiding Light. As unique as the Alpine glow of Switzerland and just as variable and as beautiful the Guiding Light serves a customer-centric purpose. As a digital behaviour, the light ‘glow’ is used functionally to highlight and focus as customers interact with Swisscom’s products and services. Aesthetically, the light is used to both reveal and excite emotionally with customers.
More than a way for the brand to express itself, the light then became the basis of how the brand should be experienced. The light helps and guides customers at every step of the product and service experience. The refreshed visual design builds on the long established trust that Swisscom has, whilst elevating the look of the brand to feel more contemporary and digitally native, for a brand whose purpose is ‘Empowering the digital future’.