Comet: Experience true feelings with YB
Komet has designed a new brand identity for the long-standing Bern-based club BSC Young Boys. Under the slogan «More Than Just a Game,» the campaign features portraits of fans and captures their memorable moments with the club.
Whether at matches, out of enthusiasm for sports or as a club member - the claim "Moving Moments" and its imagery are intended to position YB accordingly. In a statement issued on Tuesday, the agency said that the campaign focuses on authenticity, closeness and the ability to experience true moments of emotion. Instead of staged portraits, the images show real fans at actual matches, as captured live at various YB matches.
The new brand positioning is intended to strengthen the club's close, tangible image and emphasize the communal experience and co-living as part of the YB world. This is also reflected in match and sales communication as well as all customer loyalty measures.
As part of the redesigned communications presence, Komet also revised the club's brand architecture. A unified look for the YB brand and its subbrands, visually representing the club and its branches, was devised. The various communication tools are now in use in print and online.
Responsible at BSC Young Boys: Alain Kappeler (COO), Dominic Eichenberger (Head of Marketing Communications), Roman Schenker (Project Manager MarKom), Daniel Moreno (Polygraf MarKom). Responsible at Komet: Thom Pfister (CD), Roland Zenger (AD), Natalia Funariu (graphics), Antonia Bekiaris, Christoph Albrecht (text), Simon Schatzmann (head of consulting), Emma Isolini (consulting). Photography: Fabian Unternährer.
