MADE Identity Wins Strategic Brand Management Contract for SWISS
The Zurich-based branding agency MADE Identity will handle strategic brand management for Swiss International Air Lines—for five years, following an international bidding process.
MADE Identity Takes Over Strategic Brand Management for SWISS
The Zurich-based branding agency MADE Identity has been awarded the contract for strategic brand management for Swiss International Air Lines. The contract is for five years. MADE Identity prevailed over a field of international competitors in a two-stage bidding process.
The Swiss brand itself is at the heart of this collaboration: Its positioning is to be further refined and consistently translated into the customer experience—across all of the airline’s touchpoints.
From Employer Branding to Brand Strategy
This is not MADE Identity’s first collaboration with the airline. In recent years, the agency has already supported Swiss with its employer branding efforts and has increasingly been able to influence the brand’s positioning. The new mandate builds on this foundation.
Georg Gadient, Strategy Director and CEO at MADE Identity, says: «We’ve had the privilege of working with SWISS as an employer over the past few years, and from that vantage point, we’ve increasingly been able to influence the brand’s positioning. We are very pleased to now have the opportunity to further develop the brand strategy. It shows that trust has grown out of our collaboration.»
The collaboration began immediately following the announcement on June 16, 2026.
MADE Identity – A Zurich-based branding agency
According to the company, MADE Identity develops brands from a strategic and design perspective, covering everything from positioning and brand identity to implementation. The agency’s clients include Switzerland Tourism, Victorinox, Helsana, and ETH Zurich, among others.
More about the agency: https://made-identity.ch
Person in charge at MADE Identity: Georg Gadient, Strategy Director and CEO
