In a highly professional process Swisscom found to its new, one-of-a-kind market presence and gained a lot of attention with a moving brand. McKinivan Moos was responsible for the launch of this new brand creation – and we helped to make sure that the opportunities that this unconventional new appearance provided were capitalized and helped the company to gain momentum. 

The moving brand requires a new perception, but it also reflects the radically changed organisation of the company. To let the impact of the new brand unfold, Swisscom was seeking help from McKinivan Moos. As a result, for the different target audiences and means of communication we developed a kit consisting of different modules.

All on- and offline elements of the kit – texts, imagery, presentations and videos - were focused on delivering two main arguments: Through the insights into the creative process the audience was given the opportunity to experience the seriousness, but also the fascination of this process. On the other hand, by embedding the current situation into its historical context we were able to demonstrate how change is a recurring occurrence in the history of Swisscom and how this change is positive for company and employees alike. At the same time, the communications proactively took on counter-arguments that might be expected.

The kit provided its valuable service for approximately six months and endured changing schedules as well as an early media information caused by internal indiscretions.