Hella Studio Young Boys: “Forever Young Boys” as the Guiding Principle

Hella Studio Young Boys: New Partnership for Brand Management

Hella Studio is now the official creative agency of BSC Young Boys. The Bern-based agency will support the club in brand development as well as in the design and implementation of campaigns.

BSC Young Boys has made significant strides in recent years, both on the field and in business. The club has consistently expanded its own communication channels and platforms, and its merchandising program is now among the leading ones in Swiss sports. The marketing department implements a large portion of its initiatives in-house and also collaborates with selected specialists. Hella Studio has been part of this effort since 2026.

According to the company, this collaboration offers clear advantages: YB combines its strong in-house execution capabilities with an independent creative perspective, additional strategic expertise, and efficient processes. The goal is to generate ideas that align with the brand, work across various channels, and can be consistently implemented in everyday life—from short-term campaigns to long-term brand management.

Forever Young: A Guiding Principle for All Channels

At the heart of the partnership is the guiding principle «Forever Young Boys.» It builds on the historic concept of «Young Boys forever» and translates it into a contemporary brand strategy.

The «Infinity» concept—“Forever Young Boys Forever Young Boys…”—can be flexibly applied across all channels and applications: from LED displays and live tickers to digital campaigns, merchandising, and packaging. The minimalist corporate design is intended to ensure a consistent brand image while also allowing flexibility for different content, target audiences, and formats. The first applications have already been launched. Through 2027, the new brand identity will be implemented gradually and continuously across additional communication initiatives and channels.

Hella Studio and the in-house marketing team work closely and directly together. Strategy, creation, and implementation are intertwined and designed to promote simplicity and consistency. Decisions can be made quickly, and ideas can be developed further without lengthy handoffs.

A long-standing relationship with YB

Kasper Kobel’s connection to YB goes way back. As early as 2010, he played a key role in the «Ich YB dich» campaign, followed later by, among other things, the typographic campaign «YB without you is like Rudi Völler without his mustache.».

With Hella Studio, YB gains a creative partner that understands the club’s history and identity—and will work with the club to shape a unique, contemporary future.

Responsible at Hella Studio: Kasper Kobel

More information about BSC Young Boys: https://www.bscyb.ch