Trusted market leaders can’t sit back and stay still, maintaining relevance to customers is a constant drive
Reinvigorating a Swiss icon to become the 3rd strongest brand in the world.
Brand Strategy, Visual Identity, Motion Design, User Interface, Event Design, Retail Design, Communication System
Swisscom has a rich history within Switzerland. Majority owned by the Swiss government, Swisscom is Switzerland’s leading telecoms company and one of its leading IT companies. The breadth of Swisscom’s offer means that they deliver services to an incredibly broad range of people. From mobile, broadband and pay-TV to SME and enterprise business solutions.
Re were appointed to help Swisscom refresh their brand experience in order to better connect with their broad audiences whilst helping the brand look & behave more coherent across the places people saw it.
Swisscom’s identity had been in use for a decade and was starting to show its age. We partnered with Swisscom’s internal brand and product design teams to evolve the identity, focusing on creating a design system that enabled more coherent visual expressions of the brand in both digital and non-digital contexts. The solution had to express a business with a vision to be the most trusted Swiss tech innovator creating unique customer experiences with positive impact for society.
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’.
Our prototypes featured brand signatures that felt distinctly Swisscom. The light made richer experiences for users whether they're searching for new products, paying their bill or watching entertainment.
Behind the scenes
We used the Guiding Light to sketch and prototype throughout the project. Generative tools, motion design, art direction, illustrations and environments were informed by the unique properties of light.
Our brand-led experience design work has helped Swisscom reconnect with both residential and commercial customers and in 2023 Swisscom was ranked the world’s 3rd strongest brand in The Global 500 by Brand Finance.
With special thanks to Stefan Nünlist, Olaf Geuer, Lukas Widmer, Andrea Burghart, Pascal Frey, Jürg Brauchli, Andreas Affentranger, Melanie Naegeli and Daniel Severin for the great times we had working on this together. Here’s to getting to that top spot...keep up the great work!