If you do it, do it right.
Branding doesn’t always result in a brand.
In a local context, the distinction might not matter. In international markets, this is a difference between lasting impact and a missed opportunity.
When engaging in branding, ensure it truly matters.
Born to be global
T-Mobile
Born to be global.
How to transform a national telecom into an international leader in mobile communications? By choosing the right color.
Beyond excellence.
T-Mobile distinguished itself with exceptional solutions, ultra-modern CRM systems, and a novel approach to product presentation. Yet, in the global arena, excellence is the norm; even top quality does not ensure success. To stand out, international brands must not only excel—they must be original.
Signature moves.
From early on, T-Mobile strategically developed its brand to enhance its prospects for successful domestic market penetration and subsequent international expansion. Strategic decisions, focused on impact, guided the selection of brand elements; this led to choices that were untypical for the industry, even shocking. Yet, the managers’ goals were clear: high recognition and memorability. Highly visible signature elements ensured effective communication and a swift top-of mind status; they were also easily adaptable to the diverse demands and infrastructures of various markets.
The color of leadership.
The unique and bold color scheme, underpinned by a versatile design system, enabled T-Mobile to conquer the world.
From innovation to global icon
Nespresso
The revolution.
Nestlé, the world's leading food manufacturer, is renowned for its infant nutrition products and a wide range of dairy and non-dairy items. It's also celebrated for its flagship instant coffee brand, Nescafé. By introducing innovative home-brewing espresso technology, Nestlé ventured into the premium coffee segment with Nespresso, quickly establishing it as a benchmark for exceptional coffee quality and luxury taste.
The art of branding.
When introducing groundbreaking products, effective branding is crucial. The product name, logo, and packaging play key roles in building relevance, earning consumer trust, and generating appeal for a new product category that consumers might not initially recognize or consider necessary.
Packaging with purpose.
Given that the strategy was driven by the product itself, special emphasis was placed on packaging. The packaging concept was so effective that it became the foundation for the entire Nespresso retail experience.
Setting the global standard.
Through thoughtful branding, Nespresso has not only achieved synonymity with high-quality, upscale coffee but has also set a global standard in the industry.
Changing perceptions
Thai Airways International
Outdated design, modern challenges.
Once a leading airline in Southeast Asia, Thai Airways gradually lost ground to its competitors. Despite boasting a fleet operated by skilled pilots and equipped with modern technology, its outdated 1960s design failed to capture the essence of the airline, nor did it express Thailand’s rich and dynamic culture, a critical aspect of its unique value proposition.
Embracing the six senses.
Recognizing the need for transformation, Thai Airways initiated efforts to refresh its brand, seeking to align public perception with the airline's vision and Thailand's cultural richness. At the heart of this effort was the embrace of the Thai concept of Six Senses, reflecting mindfulness, spirituality, and holistic well-being. This philosophy became the foundation of Thai Airways' rebranding strategy.
Beyond aesthetics.
The rebranding initiative was comprehensive, touching every aspect of the customer journey. It aimed to infuse a sense of Thai warmth, hospitality, and attentiveness into all service touchpoints, from the moment passengers enter the iconic Suvarnabhumi Airport in Bangkok to their in-flight experience. The updated design of Thai Airways carefully balances contemporary style and traditional themes, using colors, textures, and motifs reflective of Thai culture.
Future-forward.
This transformation reflected a broader ambition to bridge the gap between the airline’s rich heritage and the demands of contemporary aviation, positioning Thai Airways as a carrier that celebrates its cultural roots while embracing the challenges and opportunities of the modern era.
Everywhere for everyone
Swiss Post
Rising to the challenge.
As a 'service public' entity, the Swiss Post has long been a cornerstone of daily life of society, a fact not always evident to the general public. Confronted with intensifying international competition in the logistics sector, the Swiss Post set out to highlight its comprehensive services, expansive infrastructure, and commitment to all citizens.
A vision in color.
An effective way to achieve that goal was to unify the many scattered touchpoints with one strong and distinctive color. This visual strategy made the Post instantly omnipresent and effortlessly highlighted its broad range of services. We also deployed the Post’s vast transportation network across roads and rails transforming it into moving billboards. Enriched with compelling messages in three languages, it helped amplify visibility and inspire engagement.
The heart of daily life.
Through these initiatives, the use of simple visual elements proved to be an extraordinarily effective tactic, capturing the Swiss Post's essence: an indispensable, omnipresent force committed to serving its citizens.
Modern Japan
The Tatami inspiration.
The conceptual foundation for the new visual identity drew inspiration from the tatami—a symbol of Japanese aesthetics and philosophy. This inspiration is more than just an homage to a traditional element; it represents a way of life and a design principle that emphasizes order, balance, and a seamless integration of form and function. The branding leveraged this principle, employing a design language that reflects the tatami’s grid-like pattern and its implications for space, proportion, and harmony.
Cultural fusion for global impact.
Japan Airlines' rebranding is a testament to the power of cultural fusion, aiming to make a profound impact on the global stage by appealing to international sensibilities while honoring the spirit of Japanese tradition. This cultural approach to branding enhances the airline’s identity but also serves as a bridge between Japan and the world, inviting travelers to experience the nuanced beauty of Japanese culture, where the past and future coexist in perfect harmony.
"Modern Japan" encapsulates this idea – a vision brought to life through a design philosophy that marries the timeless elegance of Japanese tradition with the dynamism of modern innovation, setting a new standard for excellence in the aviation industry.
Japan Airlines
A modern mission.
In an era where the fusion of tradition and innovation shapes global perceptions, Japan Airlines undertook a transformation to redefine its presence both domestically and on the international stage. This mission was not just about reiterating its commitment to delivering unparalleled professional service; it was about serving as a vibrant ambassador of a modern Japan, showcasing a nation that harmoniously blends its rich heritage with the cutting edge of contemporary life.
Tradition meets innovation.
The cornerstone of Japan Airlines' rebranding initiative was to capture and express the essence of Japan’s unique cultural identity—a delicate balance of tradition and modernity, precision and simplicity, functionality and minimalism, all underpinned by a profound sense of harmony and respect. The design concept aimed to encapsulate these dichotomies, presenting a brand that resonates with the values and aesthetics that define Japanese life, appealing to a global audience while staying deeply rooted in its national identity.
Premium minds
FORRS
Pioneering Progress.
FORRS, a leading financial consultancy, pioneered a service development approach that revolutionized the industry by focusing on the entire trading value chain, delivering both exceptional performance and unmatched client experience.
Defining excellence.
The brand platform defines their consulting philosophy and their commitment to challenging conventions, a key ingredient in achieving above average results in any business. It further defines the human essence of their brand, which is an essential element for thought leadership and forward-thinking solutions that exceed expectations. Moreover, it is based in a modern interpretation of brand narrative and expression, wherein the company's solutions and services are viewed as integral components of brand identity; this approach is a key driver of innovation, particularly disruptive innovation.
With clarity across markets.
While design wasn't initially a top concern for management, they prioritized minimalism to underscore their dedication to achieving more with less. Given the company's global footprint, they also sought a clean, logically designed communication system adaptable to different markets.
An icon of progress
Rega Swiss Air Rescue
Wings of hope.
Renowned for its deep humanitarian roots, Switzerland takes special pride in its professional air rescue service that originated with volunteers committed to aiding emergencies in the Swiss Alps. Evolving from humble beginnings, a top professional non-profit organization emerged, providing round-the-clock assistance. Today, Rega has become a beloved national institution, with 40 percent of the population actively supporting its mission.
Flying high.
Rega's distinctive fleet of helicopters and jets is instantly recognizable, thanks to its striking livery design. Initially inspired by humanitarian and national symbols—the Red Cross and the Swiss flag—the design has since attained iconic status.
Designing the future.
Building on our design legacy, we also drew inspiration for the new logo. Adding a subtle shadow to make the symbol hover, we modernized the logo design, moving beyond traditional imagery of the previous logo. This change reflects a broader societal shift towards embracing modernity, dynamism, and openness.
Pioneering modernity
Leodan Privat Bank
Redefining financial services in a new era.
In the conservative realm of European private banking brands, clients traditionally rely on personal advice from a trusted adviser. However, the next generation of bankers is revolutionizing this landscape by leveraging technology to offer alternative financial solutions.
A non-disruptive approach to innovation.
The challenge these innovators face is less about product performance and more about altering perceptions. The key to success in this context is not radical disruption but the introduction of frameworks that integrate modern banking practices seamlessly into a conservative milieu. Leodan stands as a beacon of this hybrid evolution, adopting a strategy that merges the best of both worlds: the efficiency and scalability of modern technology with the bespoke, personalized service that has long been the hallmark of private banking. This approach ensures accessibility and premium quality go hand in hand, agility is matched with reliability, and the entire banking experience is infused with a sense of freshness and flexibility.
A visionary path to the future of banking.
By carefully navigating the fine line between innovation and tradition, Leodan is not just adapting to the changing landscape of financial services; it is redefining it for a new era. This visionary approach aims to preserve the core values of trust and personal connection that define European private banking while opening doors to new possibilities and efficiencies brought about by technological advancement. "Pioneering Modernity" encapsulates Leodan's mission to shape the future of banking, where tradition serves as the foundation for innovative growth and enhanced client experiences.
New thinking
Novartis
Beyond product branding:
A corporate renaissance.
In the pharmaceutical industry, the landscape of communication is tightly regulated, placing restrictions on all areas from advertising to packaging design. Unlike the industry norm which prioritizes product-level branding, Novartis has explored an innovative direction: to leverage the untapped potential of its substantial corporate brand equity.
Harnessing heritage: Swiss design meets modern healthcare.
Our exploration encompassed diverse design directions, aiming to redefine Novartis not just as a healthcare provider, but as a global leader in health care. We drew inspiration from the company’s patronage of the arts and its Swiss heritage, echoing the design tradition of Ciba Geigy, Novartis’ predecessor. This approach marks a departure from conventional pharmaceutical branding, highlighting the sector's humanistic aspect and magnifying the impact of corporate identity.
The human side of healthcare: A new vision for pharma.
The focus on the corporate brand and the positioning of Novartis at the intersection of healthcare innovation and cultural patronage, redefines the branding tradition in the pharmaceutical industry, while simultaneously leveraging the full spectrum of its corporate brand's power.
The future of energy
Gaz Energie
Innovation in motion: From fossil fuels to renewable futures.
In the quest for sustainable energy solutions, gas has the potential to be at the forefront of transformation, bridging the gap between traditional fossil fuels and the renewable energy landscape of the future. Through innovative synthetic and biological processes, gas emerges as a flexible energy form, capable of leveraging the extensive, pre-existing distribution networks to deliver cleaner energy options to communities worldwide.
Designing perceptions: A new narrative for gas in the energy transition.
However, the legacy of gas as a fossil fuel casts a long shadow, limiting its potential as a pivotal player in the sustainable energy revolution. Acknowledging the challenge, the Swiss Association of Gas Industries is committed to reshaping perceptions and highlighting the role of gas in a sustainable future.
From vision to reality: Materializing the sustainable energy landscape.
With a fresh design and an engaging communication strategy, we sought to clarify misconceptions, sparking interest and promoting understanding of gas's potential as a sustainable energy source. This effort not only showcases the possibilities of gas as an important resource for sustainability but also supports its role in the energy transition, making the future not just a vision, but a practical reality.
Elevating elevators
Schindler
From elevators to ecosystems:
A visionary approach to mobility.
Often perceived merely as another elevator company, Schindler stands out as a creator of advanced technology systems designed for the safe, reliable movement of people and goods, both vertically and horizontally, within urban landscapes.
Designing the future: Where technology meets urbanity.
As a company fueled by innovation, Schindler's brand needed to embody creativity, progress, and forward-thinking. The focus in developing the brand was deeply rooted in defining a brand idea and philosophy that truly reflects Schindler’s approach to solutions and its visionary outlook.
Innovation at every level:
The Schindler philosophy.
Through this process, Schindler crafted a brand concept that not only aligns with the company’s ethic but also enables a development of a modern and cohesive design system. This system, adaptable across various applications, features a unique and memorable photographic style that captures the essence of Schindler’s products and solutions.
Locally dedicated, globally connected.
Pensona
Beyond borders: Pensona's strategic international collaborations.
At first glance, Pensona appears as a localized pension plan, tailored for a specific professional and regional demographic, with the backing of state license. This local focus, however, disguises a broader, international scope of its operations. The effectiveness and performance of Pensona's offerings are intricately linked to its global network of financial partnerships and alliances, underscoring a complex, international foundation beneath its regionally oriented service.
Technology and tradition: Crafting Pensona's future-forward identity.
Pensona aspires for its brand to mirror this dichotomy: on one hand, showcasing its commitment to technology and innovation – attributes that speak to its modern, edgy identity; on the other, emphasizing a steadfast dedication to long-term goals and sustainability. The brand strategy is crafted to communicate not just Pensona's regional relevance but also its significant international dimension, driven by strategic global collaborations.