International branding,

Swiss-made

Where you come from is as important as where you’re going.

International branding has different needs than local markets. It requires a change of perspective, and a fresh outlook on the world. 

Many of its issues are common to all brands, regardless of where they come from. Others are country-specific, especially in Switzerland. Here, Swiss brands face unique brand traditions and cultures that aren’t shared by brands from other countries (such as Swissness legislation, for one). 

 

Our extensive global experience enables us to build successful international Swiss brands. From our offices in Zurich, we focus on both origin and destination markets and cultures when we develop brand strategies and design solutions for Swiss exporters. 

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International branding,

for the big and the small

It’s the substance that matters,
not the size.

The work shown here represents a few of our current clients, as well as legacy projects developed at leading global branding agencies. 

Our area of expertise is international branding. It encompasses different types of brands, for companies big and small, in all business sectors, in Switzerland and in many different parts of the world.

 

Whether working for big brands, start-ups, or spin-offs, we enjoy building international brands.

Industry Sectors:

Aviation
Automotive
Chem/Pharm
Financial
FMCG
High Tech
Logistics
NGOs
Real Estate
Retail
Telecom

Knorr

Nespresso

Safeway Party Pride

K-Cell/Fintur

Southwestern Bell

T-Com

T- Mobile

U-Cell

Centerpulse

Intel

Fuji Film

Mettler Toledo

Asendia

Swiss Post

Swiss Railways

Happag Lloyd Express

Japan Airlines

Korean Air

Lufthansa

Qualiflyer Group

Royal Air Maroc

Swissair

Thai Airways

TUI

BMW

Audi

Volkswagen

FAWCO

The FAWCO Foundation

FAUSA

Dubai Creek

Dubai Airport Freezone

Jumeirah Gardens

Global Business Area Zurich

Welten Park Moscow

BASF

Hearing Health Science

Novartis

Soundbites

Syngenta

Bank Austria

Leodan Hybrid Privat Bank

Silkbank

Thurgauer Kantonalbank

UBS

VTB Vneshtorg Bank

Botty

Esso/Exxon

Gatoil

Migros

Örben

T-Mobile

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International branding,

fit for purpose

We like to work smart
instead of working endlessly.

International brand management can be much more complex than managing a single brand in a single market. One size definitely doesn’t fit all. Our goal is to accommodate the realities of the export business and bring clarity to its complexity, while not oversimplifying it.

 

We use different approaches for different types of brands. Some brands need pragmatism, while others require a more complex, multi-disciplinary approach. Some move a product to become a brand; others are transformational and redefine markets and industries. And some may just need to be authentically defined, not merely decorated with a national flag. 

 

We help evaluate your current situation, define strategic options, and — when needed — develop a custom brand and design system that can be implemented to international standards everywhere.  

 

Based on world-class knowledge and global best practices, we aim at realistic and tangible results.

 

 

International branding,

with a global team

We offer seniority
and cultural competence. 

 

We’ve lived and worked in Europe, North and South America, the Middle East, and Asia. We’re multinationals, with multicultural backgrounds, and with a strong connection to Switzerland and its culture.

International team:

We’ve worked with each other for decades, across many different countries and cultures. Together, we helped build and shape some of the world’s leading and iconic brands.

> Team

Industry’s pioneers:

Edwin Schmidheiny, the founder of Accent, has more than 30 years of branding experience at the world’s top agencies. During the course of his career, he’s been fortunate to work with the biggest names and pioneers in the field.

Specialist partners: 

We’ve established strategic partnerships with other complimenting agencies. And we work with many specialists in different disciplines for extended services, including advertising, public relations, brand performance, and retail design.

 

> Saul Bass

> Walter Landor

> Jörg Zintzmeyer

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Walter

Landor

(July 9, 1913 – June 9, 1995)

San Francisco, CA

Seeking New Horizons

Walter Landor is the founder of one of the world’s top strategic branding firms, Landor Associates, and one of the fathers of branding as an industry. It is often said that Walter Landor invented branding. His visionary use of creativity as a successful business and marketing tool transformed the way both design and business were seen. For Walter, branding was always about meaningful and positive communication, and reaching out to people. As he put it, “Products are made in factories, brands are made in the mind”

 

An immigrant from Germany, Walter was inspired by a synthesis of the Old World and the New World traditions. 

I had the privilege to be mentored by Walter Landor in his – and my – favorite city: San Francisco, about which he said “… a city that looked out on the whole world, a city built on the cultural traditions of East and West.... How could I live anywhere else?”. And he decided to move his headquarters onto the famous ferryboat “Klamath” in the harbor of the San Francisco Bay. His fresh, innovative and global approach to branding has remained a guiding principle in my work ever since.

 

Edwin Schmidheiny

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Saul

Bass

(May 8, 1920 – April 25, 1996)

Los Angeles, CA

"Always remain a mensch"

The legendary American graphic designer, Saul Bass, is still best known for his film titles and posters, and highly regarded by leading Hollywood directors such as Alfred Hitchcock and Stanley Kubrick. His signature style was distilling the brand essence to a clean and well thought-out design: one that could communicate with its target audiences simply but powerfully. This characteristic of Saul’s style can be seen throughout his work, including his renown woodcut-like film poster classics.

 

But Saul stands for much more than the Hollywood glamour. With his agency Bass/Yager & Associates, he created iconic corporate identities for some of the most recognizable brands of the 20th Century, including the Bell System (later AT&T), Alcoa, United Airlines, and Minolta.

Working at Bass/Yager Associates in Los Angeles with Saul on the redesign of the global network of Esso/Exxon gas stations was one of the most rewarding projects of my career. Our small team, side-by-side with Saul, executed the entire project from developing concepts to designing full-scale mock-ups, ultimately building the working prototypes (minus the gasoline) in the hot California desert, hands-on. Saul shaped our work into a simple but highly versatile design system that was implemented worldwide, and still remains in use today.

 

From Saul, I learned that branding is not only about creativity of design, but about well thought-out design systems. I also learned that, in business as in life, no matter what you do and how successful you are, most important is to always keep your integrity and honor – to "always remain a mensch".

 

Edwin Schmidheiny

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Jörg
Zintzmeyer

(September 17, 1947 – May 12, 2009)

Zurich, Switzerland 

Passion for Quality

Jörg Zintzmeyer is widely recognized for the design of the last Swiss banknotes, masterpieces of both design and technical execution. The Swiss banknotes embody the signature trait of Jörg Zinzmeyer: his tireless pursuit of perfection, down to the last detail.

 

Jörg was one of the pioneers of branding in Switzerland. In 1973, together with Peter Lux, he had founded Zintzmeyer & Lux, with the goal to introduce – for the time – a groundbreaking new concept into the German-speaking market: corporate identity. When the company’s success led to a merger with Interbrand, the world’s leading branding agency, Jörg led the expansion of Interbrand into Eastern Europe and Russia, as always with a passion for creating authentic, value-driven brands that have the power to change the world.

I had the pleasure of working with Jörg for almost 20 years on numerous local and international branding projects. Jörg believed that even the strongest brand was as vulnerable as the weakest link in the chain of the customer experience. From creating a positive first impression to establishing long-term brand loyalty, a successful brand must be built on clearly defined and consistently lived values and principles. Working with Jörg meant embracing his devotion to genuine values and highest quality of execution.

 

Edwin Schmidheiny

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Edwin

Schmidheiny

President 

Zurich, Switzerland

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Maria Lucia
Salvatore

Sen. Brand Designer

Zurich, Switzerland

Milano, Italy

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Sanja

Schmidheiny

Brand Consultant

Zurich, Switzerland

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Jane 
Brown

Sen. Brand Designer

Zurich, Switzerland

San Francisco, CA

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Anton

Isenring

Sen. Strategist

Zurich, Switzerland

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Victor
Cross

Copywriter

San Francisco, CA

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William

Berenson

Sen. Strategist

Geneva, Switzerland

Miami, FL

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Located in Zurich,

at home in the world

We appreciate your interest
in Accent. 

 

If you have any questions or requests regarding our services, please call us, or send us an email. We look forward to hearing from you.

 

Accent Brand Consultants Ltd.
Klausstrasse 23
CH 8008 Zurich
Switzerland
 
hello@accent.swiss
www.accent.swiss
+41 43 499 04 24