Yellow Becomes Strichpunkt Identity
The Basel-based creative agency Yellow is joining forces with the German branding agency Strichpunkt and will now operate under the name Strichpunkt Identity. The focus is on corporate identity development—integrated into a new model called True Identity™.
Strichpunkt Identity Basel: A New Era for the Former Yellow Agency
The Basel-based strategic creative agency Yellow has been operating under the name Strichpunkt Identity since May 20, 2026. Strichpunkt Identity Basel was formed through a merger with the German branding agency Strichpunkt—one of the leading agencies for brand development in the German-speaking world. This move is intended to give the Basel-based agency access to Strichpunkt’s expertise in complex brand universes and digital brand management, and to place a greater focus on corporate identity development.
Since its founding in 2018, Yellow has positioned itself as a strategically minded brand and communications specialist in the Swiss agency market. With clients operating nationally and internationally in both the B2B and B2C sectors, as well as a clear focus on brand development, the agency has grown organically. In 2023, Yellow joined the MYTY Group, a European network of independent creative agencies. Strichpunkt has also been active under this umbrella since 2021.
True Identity™ as a Shared Model for Identity Development
In recent years, Yellow has consistently focused on strategic brand development. Strichpunkt brings extensive experience with large, complex brand universes and in-depth expertise in digital brand management. Together, the two agencies offer True Identity™, a model that encompasses the development, design, and activation of corporate identities.
For Reto Meyer, founder of Yellow and future CEO of Strichpunkt Identity, this next step is a logical one: «Our increased focus on brand development made this merger a natural fit and puts us in an ideal position for the future.» Philipp Brune, CEO of Strichpunkt, adds: «With this step, we are strengthening our presence in Switzerland with a competent local partner who knows the market. Strichpunkt already supports well-known brands in Switzerland in the area of identity development, though until now it has done so from Germany.»
Independent in Basel, part of the MYTY Group
Strichpunkt Identity will remain at its current location in Basel. The agency is legally independent and will continue to be managed by its existing team. It is responsible for the Swiss market and is also an integral part of the group. Being part of the MYTY Group provides direct access to specialized expertise in complex brand universes and digital brand management, as well as to the resources of the Strichpunkt offices in Berlin, Hamburg, and Stuttgart.
In addition, Strichpunkt Identity can serve clients in collaboration with MYTY’s other Swiss agencies in Zurich, Bern, and Lausanne. This strengthens the group’s national presence and supports its integrated approach. According to its own figures, Strichpunkt employs 180 people and serves clients such as Audi, Deutsche Bahn, DHL Group, Otto Group, Porsche, BVG, and Trumpf.
For more information about Strichpunkt Identity and the True Identity™ approach, visit: https://www.sp.design
