Creative Director Alex Hefter leaves SRF

Alex Hefter has been working as Creative Director for Swiss Radio and Television since September 2004. He started at the then SF DRS as Head of Design. In 2011, design was merged as a division into the new SRF Programs department. In 2013, marketing tasks were additionally reorganized under Alex Hefter's leadership.

At different levels, Alex Hefter and his teams shaped the design appearance of SRF and SRG. At the holding level, he designed a new and uniform brand system for SRG and its corporate units RSI, RTR, RTS, SRF and Swissinfo. Furthermore, in the course of the merger of Schweizer Radio DRS and Schweizer Fernsehen in 2011, he developed the SRF umbrella brand with the associated brand strategy. In this context, the six radio channels in particular were repositioned and given a new visual and acoustic identity.

Early digital successes included the development of the SRF Meteo app in 2013. At the image level, Alex Hefter was responsible for the "My Switzerland, My Television" and "Switzerland at Heart" campaigns, among others. For the SRG streaming platform Play Suisse, which was launched in early November 2020, he led brand and branding development throughout Switzerland.

Before joining SRF, Alex Hefter worked for ZDF, from 1994 as a conceptual designer, and from 1996 as Head of Corporate Design. He also worked as a freelance TV designer for various media companies in Germany and taught media design at the Berufsakademie Ravensburg and the University of Applied Sciences Mainz, among others. At the end of November 2020 he was admitted to the ADC Switzerland (Werbewoche.ch reported).

As part of the "SRF 2024" transformation project, the teams of the current design and marketing division are to be reassigned organizationally, according to a statement from SRF. New management functions are to be created in the process, which will be advertised internally and externally in due course.