Thjnk Zurich designs repositioning for Swiss Post
Swiss Post is launching its new brand identity under the tagline «Swiss Post Makes It Possible.» In close strategic collaboration with Thjnk Zurich, a long-term brand narrative was developed that draws strength from the past and confidently looks toward the future. The campaign kicks off with an emotional Christmas film.
Swiss Post wants to remain indispensable in the future and drive forward its transformation. In order to take Switzerland along on its transformation journey, Swiss Post is focusing on real needs in its new image communication - supported by relevant, entertaining storytelling close to the everyday lives of its customers.
Brand narrative from joint development
In a multi-layered process involving employees and customers, Thjnk Zurich worked with Swiss Post to identify what the brand is all about and what it stands for. The findings were used to derive the long-term communicative guiding principle: "Swiss Post makes it possible." Relevant products and services are bundled via customer-centric positioning fields and define the topics that Swiss Post talks about.
In addition to the content realignment and a campaign framework, a new visual language was developed. A new sound logo - a digitized post horn with a beat made up of stamp noises - makes the transformation audible. A new binder increases recognizability across all channels.
Christmas movie to kick things off
The new communication platform kicks off with a Christmas commercial. It tells the story of a grandfather who converts a My Post 24 machine into an Advent calendar and thus lovingly accompanies his granddaughter through the Advent season despite the distance. An important detail: this is made possible not only by Swiss Post's reliable logistics solutions, but also by its postmen and women. At the peak time in Advent, they reliably deliver 22 million parcels - the express thanks of the kick-off campaign go to them.
The commercial will be shown on TV/CTV, in cinemas, online, on social media and on DOOH spaces at highly frequented locations.
Responsible at the post office: Deborah Murith (Head of Communications), Michel Noverraz (Head of Brand Management), Tatjana Meichtry (Head of Brand Positioning), Olivier Perruchoud (Senior Brand Positioning Specialist), Marc Aeschlimann (Brand Positioning Specialist), Thomas Ruetti (Senior Designer) Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Maira Weidmann, Luca Stancheris (Creative Direction), Tobias Buholzer, Greta Schencke (Text), Katharina Binder, Elhan Abduli (Art Direction), Patricia Schneider, Célina Stadler (Graphic Design), Sven Ritterhoff (Executive Creative Direction Bilderpool), Mario Kersten (Art Direction Bilderpool), Gordon Nemitz (GF Strategy), Andrea Bison (GF Consulting) Cornelia Nünlist, Lea Schneider (Consulting), Benjamin Calcott (Producing) External partners: Le Berg (Production), Rune Milton (Director), Gabriel Waldvogel (Executive Producer), Meret Früh (Producer), Rasmus Videbæk (DoP), Rasmus Nyholm Schmidt (Editor), Reto Trösch (Production Design), Damaris Eigenheer (Styling), Nurali Kushkov (Grading), Chemistry (Post Production), Yves Bachmann (Photographer Bildpool), Sebahat Derdiyok (Producing Bildpool), Jingle Jungle (Soundlogo)
