PHOENIQS rebranding: new name, sharpened strategy

With the PHOENIQS rebranding, Phoenix Technologies is taking a strategically justified step: the Swiss company will operate under the name PHOENIQS in future and is clearly positioning itself as an independent provider of cloud and AI infrastructure. The sharpening of the brand strategy, the renaming and the rebranding were accompanied by bodin.consulting. The new tagline «Control your data. Control your future.» summarizes the company's claim to enable digital independence.

Focus on sovereign infrastructure

Today, digital infrastructure is considered a strategic foundation for economies, companies and public institutions. According to the press release, the focus is no longer on whether cloud and AI technologies should be introduced, but how this can be achieved without losing control over data, infrastructure and governance. With PHOENIQS, Switzerland should have a provider that secures this control for companies and thus enables secure innovation, strategic independence and scalable growth.

At the interface of quantum computing and AI

PHOENIQS claims to be working at the interface of quantum computing, artificial intelligence and sovereign cloud infrastructure. With an operating system for super and quantum computers, the company aims to make high-performance computers usable for organizations. The target group is particularly companies and institutions that work with sensitive or strategically relevant data and want to maintain their digital sovereignty - while adhering to the highest security standards.

classicAscona rebranding: rethinking a festival

The Settimane Musicali Ascona music festival, which has been established since 1946, is repositioning itself. With Christoph Müller as the new director, a comprehensive transformation will begin in 2026: the festival will now be known as classicAscona, will take place over three weeks - this year from September 18 to October 10 - and will evolve from a pure concert series into a compact, multi-format festival. Frank Bodin, bodin.consulting, was responsible for the classicAscona rebranding. Fredy Collioud was involved in an advisory role.

A new name with multilingual reach

In order to position the festival more attractively for an international audience - especially in German-speaking Switzerland - bodin.consulting suggested a name change. The new name classicAscona was created by combining the two A's of «classica» and «Ascona». This gives the brand name an unmistakable independence: it functions in Italian as «classica Ascona» and internationally as «classic Ascona». This multilingualism should help to raise the event's profile outside of Ticino. It was also important to bodin.consulting that future communication should not only focus on the music festival, but also on Ascona and Ticino. The Fondazione Settimane musicali, as sponsor and organizer, will retain its current name.

The new logo: sound and landscape as an image

The new brand icon is inspired by the unique Ticino landscape. A stone falls into Lake Maggiore, concentric waves spread out - like sounds that circle ever wider. This visual echo is intended to symbolize the growing impact of classicAscona. The intensely bright blue Pantone 2935 of the icon is also the defining corporate color of the festival.

classicAscona rebranding: communication as a toolbox

bodin.consulting not only developed the new CI/CD, but also laid the communicative foundations for the future appearance. In future, classicAscona's communication should not only promote the music events, but also make Ascona and Ticino visible as culturally attractive destinations.

The greatest possible creative freedom was sought for the design of the advertising material. As with a concert performance, there is a stage - in this case a blue stage in the characteristic classicAscona blue. Images and headlines can be freely arranged and superimposed. The graphic design was created as a toolbox so that the festival organization under the direction of Christine von Siebenthal and her graphics teams can implement the numerous advertising materials flexibly and consistently. The measures include posters, advertisements, social media, flyers, program booklets and more.

The program mix with international music greats is already making waves in advance, according to the press release. With classicAscona, Ticino is set to gain a classical music festival with international appeal.

Further information about the festival and program: https://www.classicascona.ch

Responsible at classicAscona: Christoph Müller, Direttore Artistico; Christine von Siebenthal, CMO; Sven Köhler, Graphics; Luca Martinelli, Texts

Contact at bodin.consulting: Frank Bodin, Owner; Chris Burkhard, Graphic Design

New strategy and new branding

NewVoice has been developing and implementing software for alarm, process and crisis management for 35 years. Today, the Swiss company operates at nine locations worldwide. In order to be prepared for the coming decades, NewVoice has commissioned bodin.consulting to reflect on and sharpen its brand and communication strategy.

As part of this realignment, the branding was also fundamentally revised. The previous logo with the protective shield had become outdated and no longer met digital requirements. The revised icon has been simplified and the "NewVoice" lettering now appears in a modern combination of upper and lower case letters in a newly defined NewVoice blue.

The logo is now accompanied by the claim "Automated Protection Worldwide", a concise summary of the three central brand elements: 1. automation of processes as an important differentiating feature, 2. the field of activity Protection3. the international orientation with Worldwide

As a dynamic, innovation-driven company, NewVoice will also be visually dynamic in future: the logo will now also appear animated in digital media.

The brand architecture has also been revised. All product brands are now clearly subordinate to the umbrella brand and appear with the addition "by NewVoice" - for a consistent, globally recognizable brand image.

The rebranding is now followed by the next step: the further development of communication. The first step is the small Louvre coup - a tongue-in-cheek demonstration of NewVoice's speed of response, even outside the systems.

Bodin's design concept picks up on the horizontal structure of the new building by integrating an orange underline into the logo. Like the architecture, the "Healing Branding" is intended to make a positive contribution to the healing process by radiating joy, confidence and beauty.

Born in Baden, his concept came out on top against several competitors in an ideas competition. "The new logo impressed us with its simplicity. It also stands out very well in the digital sector," explains KSB CEO Adrian Schmitter. "With the color orange to complement the blue, our brand identity now has a splash of color that makes us unmistakable."

The underline, which is inspired by the horizontal alignment of the new building, forms the core element of the new look. "A simple typographic device is used to create a living space in the logo," explains Bodin. "The underline also gives the KS_B a high, independent and modern recognition value. It not only looks innovative and digital, but is also innovative in use."

The underline also offers a wide range of design options. In digital use, for example, the line can be animated and transformed into a heart rate. It also offers great potential in analog applications. For example, KSB recently installed an oversized logo in front of the entrance to the new building, which is suitable for selfies.

Bathing as a place of health

The claim "Ort der Gesundheit" (place of health), which complements the logo, was also chosen with care. It contains a direct reference to the location of Baden: Aquae Helveticae - as Baden was called in Roman times - has been a place for health with its healing springs for hundreds of years.

"Like the orange underline, the claim emphasizes the power of positive thinking," says Bodin. The KSB is much more than a place of cutting-edge medicine: "It is also a place of research, a place of therapy and a place of innovation. The claim 'Place of Health' summarizes all of this positively and perfectly."

The guiding principle of "healing branding" makes the KSB's branding unmistakable and unique, Bodin continues: "A concept that primarily offers orientation and yet manages to radiate confidence and joie de vivre despite the sometimes painful hospital associations."

Particular emphasis was placed on easy-to-implement branding that is entirely at the service of patients, doctors, nursing staff and the entire workforce. A branding toolbox enables easy and flexible handling in everyday life.

In view of the commissioning of the new building at the beginning of 2025, KSB has begun to gradually implement the rebranding in recent weeks and months. "This means that there are currently two parallel worlds: a coexistence of old and new. But for cost reasons, this is the most efficient approach," says Schmitter. The aim is for the new concept to be applied in all areas when the new building is occupied - from letterheads to employees' work clothing and digital applications.

Changing technological requirements, a new digital brand world at its main partner Switzerland Tourism ST and the desire for multidimensional storytelling on its own communication channels prompted Gstaad Saanenland Tourismus GST to relaunch its website.

As part of the relaunch, the logo and CI/CD were gently optimized for digital communication. "The project has been with us intensively for around a year. The journey from a refresh of our logo to a new CI/CD in line with the digital age was a big part of the website project. At the same time, we want to offer more substance and storytelling in terms of content. At the same time, we are now sharpening messages and optimizing imagery, giving us future-proof tools for larger marketing projects in the coming years," explains Ariane Ludwig, Head of Marketing & Sales at Gstaad Saanenland Tourismus, who is in charge of the project.

Visually and content-wise fit for the digital age

With the previous logo, Gstaad Saanenland Tourismus visually aligned itself with ST by using the golden flower. As part of the move into the digital brand world, ST has now left the golden flower behind. With the new website, the digitalization and refreshment of the brand identity for the Gstaad vacation region now go hand in hand.

Frank Bodin from Bodin.Consulting wanted to express the special quality of Gstaad - confident, distinguished and with a touch of discreet luxury. When examining the history of Gstaad's logo, a small but subtle graphic element caught his eye: a line that had once underlined the Gstaad word mark. This "original line" was integrated as an element in the new logo and now brings a line to the entire appearance, both literally and figuratively.

The new website is not just limited to a visual refresh, but modernizes the entire engine room for the future of digital marketing, as Ronnie Oehrli, Head of Digitalization Gstaad Saanenland Tourism, notes: "The technology used with Content Hub and modern CMS now corresponds with our destination management system. This is how we are setting the course for digitalization in marketing. In future, we will be able to aggregate data from individual systems such as the digital Gstaad Card, our chatbot, the digital concierge or the newsletter tool - in accordance with data protection regulations - and thus provide guests with a more personal, individual and better service." The web agency Pixelpoint was entrusted with the technical implementation.

The Gstaad vacation region is also breaking new ground in storytelling, both visually and in terms of content. In narrative formats portrayed in moving images, guests get to know local protagonists through short stories and other journalistic formats and thus receive insider tips for their next stay in the vacation region.

Synergies used in the region

The new website bundles information for guests. In future, the partner website will channel information for service providers and B2B customers. This will allow partners to be addressed in a more targeted manner. The next project phase will be simpler with the implementation of a CRM tool with already defined interfaces. "We are doing pioneering work across destinations. The project, which we launched together with our colleagues from Lenk Simmental Tourismus and Tourismus Adelboden-Lenk-Kandersteg, is taking us all further. Based on similar requirements, we were able to purchase technologies together and thus optimize work processes. We actively share knowledge and exchange experiences. At the same time, each destination receives a customized implementation tailored to its positioning," emphasizes Flurin Riedi, CEO of Gstaad Saanenland Tourism. Over the next few months, the website will be continuously developed, taking into account the behavior of website visitors.

Synergies in cooperation beyond the valley borders will also be used in future projects. In future, other tourism service partners in the Gstaad vacation region will also be able to benefit from these synergies.

According to the press release on the study published on Thursday, Migros has made gains among young people in French-speaking Switzerland in particular. However, the survey was conducted before the Migros management decided to restructure the group. Among other things, Migros is planning to sell its subsidiaries Hotelplan and SportX and will cut around 1,500 jobs.

Retail, consumer goods and global brands dominate

The "Brand Indicator Switzerland" (BIS), compiled under the direction of Zurich-based advertiser Frank Bodin and together with Deeptrue, Furrerhugi and Converto, remains dominated by brands from the retail and consumer goods sector as well as digital global brands. The Migros label "From the region, for the region", which was recorded for the first time, immediately took sixth place. Le Gruyère and Lindt ranked 8th and 9th respectively.

Meanwhile, the Group brand Coop slipped to seventh place, but Coop remains well represented in the top ten with Coop.ch and Coop Supercard (10). The upward trend of Coop.ch is spectacular, according to the press release. In 2022, the brand was ranked 118th as Coop@home, 18th in 2023 and now 4th. In contrast, Migros.ch is only ranked 100th.

The promoted and relegated teams

The biggest climbers in the top 100 brands include:

• Lindt (from rank 17 to 9)
• PayPal (from rank 122 to 16)
• Swiss meat (from 53rd to 31st place)
• Swiss Milk (from rank 80 to 37)
• Kägi (from rank 60 to 39)
• Swiss (from rank 65 to 40)
• Digitec.ch (from rank 81 to 54)
• Samsung Galaxy (from rank 103 to 55)
• Raiffeisen (from rank 114 to 61)
• Nike (from rank 108 to 73)
• Canon (from rank 116 to 93)
• Maggi (from rank 133 to 97)

The list of the biggest movers and shakers among 16 to 29-year-olds is as follows:

The BSI study is based on an online survey of 2631 people aged 16 to 65, which is representative in terms of language region, age and gender. The survey was conducted from November 21 to 30, 2023. (SDA/swi)

When human creativity meets artificial intelligence

Advertiser Frank Bodin uses the new technology to show the limits of artificial intelligence while highlighting the potential of Bodin Consulting. By pointing out that AI information can be inaccurate and urging people to contact the real Frank Bodin for reliable information, the website becomes more than just a source of information.

The Lenzburgiade, open-air festival for classical and world music, celebrates its 15th anniversary this year and celebrates this with a new brand identity by Bodin Consulting.The agency has completely revised both the brand identity and the communication - Frank Bodin is himself a former musician. The new logo consists of three elements: a bright yellow, a blue circular area taken from the Lenzburg coat of arms, and a musical bracket (also called an accolade) as a symbol for connecting a wide variety of musical styles and a wide variety of people.

The striking campaign makes reference to local events with humorous headlines: "A beautiful city deserves the best music." or "Many international stars. Even more on a clear day." and the festival motto "This is what summer sounds like."

Responsible at Bodin Consulting: Frank Bodin; Chris Burkhardt (art direction) and Pascal Rohner (graphics). Responsible at the Lenzburgiade: Fränzi Frick, Oliver Schnyder (artistic planning), Thomas Pfiffner (management).

Wojciech Szczpaniak is regarded in business circles as one of Poland's most successful entrepreneurs at present. In Switzerland, he has made a name for himself in particular with Küsnacht Practice AG, one of the most luxurious rehabilitation centers in the world. With his Sparrowland Capital AG, a Swiss investment company, he provides private equity to entrepreneurs and currently has over 20 projects in his portfolio.

In addition, Wojciech Szczepaniak is a renowned lawyer: he is the founder, co-owner and chairman of SSW Pragmatic Solutions, Poland's leading financial services, audit, wealth and estate planning firm. He founded the firm in 2006 with two other lawyers; today the firm employs hundreds of people and advises multinational market leaders on major transactions in Poland and the CEE region.

Personal branding that works globally

But what the entrepreneur - despite all his success - has been missing so far: a close, globally functioning branding. Bodin Consulting is now responsible for this. In a statement, the boutique consultancy says: "Because the name Wojciech Szczpaniak - especially its correct spelling - can be a challenge, Bodin Consulting has turned its acronym 'WSZ' into the new brand. And with the digital business card aboutwsz.com the agency now also gives potential business partners the opportunity to learn more about Wojciech Szczpaniak. This has created an authentic, charming, modern portrait of the entrepreneur. His entrepreneurial successes are only a side note; the focus is on his values, his drive, his passion."

"Getting closer" taken literally

Bodin Consulting took the idea of getting closer to the entrepreneur via a website literally: Together with Station AG, they created a digital presence - based on a portrait by photographer Oliver Rust - consisting of a single image, short texts and an audio file. "Basically," the release continues, "we're talking about a single 'zoom,' with which it's up to you to zoom in closer and closer, learning more and more about the entrepreneur and person Wojciech Szczpaniak."

Client: Wojciech Szczpaniak. Agency: bodin.consulting. Web agency: Station AG (Jennifer Bolz, Patman, Michael Mc Grath, Patrick Stoll). Photography: Oliver Rust (KO Photography), VisualEyes.

The human rights violations during the staging of the World Cup in Qatar are well known. But not what this means for the surviving dependents of the more than 6,500 deceased guest workers. The photographer Joseph Khakshouri has captured this in a reportage. He managed to spot widows and victims in India and visited them. He sent the resulting pictures and films to Frank Bodin, who agreed with his agency bodin.consulting to create a campaign in the wake of the World Cup. 

In this campaign, the focus is not so much on the regime in Qatar, but on FIFA. Frank Bodin says: "The aim is to increase public and political pressure on FIFA. Despite all our enthusiasm for football, we Swiss should not be indifferent to the issue. After all, FIFA is based in Switzerland and its president is Swiss. FIFA is at the beginning of the scandal with the award to Qatar. Even with the ousting of Sepp Blatter, FIFA has not managed to put a stop to corruption in its own ranks, to stand by fundamental values and to enforce them. Fair play applies not only to the game of football itself, but also to the event."

The campaign was deliberately launched after the World Cup at the end of the year. "Football cannot be held responsible for the misery and the joy of it has already been clouded enough with negative headlines. It is now a matter of forcing FIFA to face consequences. The modern game of football and the first football clubs originated in England. Football is no longer a European game, but Fifa is based in Europe and it's not acceptable that liberal values are trampled on from here and FIFA and its president can simply carry on as before while we look the other way."

The campaign idea is as simple as it is impressive: the soccer picture collecting fun gets stuck in your throat - instead of soccer stars of the participating nations, the bereaved are shown; plus the headline: "6,500 dead guest workers pile up at FIFA, but its president won't stop."

The campaign can be seen on APG digital posters in Swiss cities and on social media. It was accomplished with minimal financial resources, but all the more heart and soul. "Frank Bodin would like to thank all those involved, especially photographer Joseph Khakshouri, art director Chris Burkhard, photo editor Lorenz Wahl and producer David Kobelt.

After a decade as president of ADC Switzerland, Frank Bodin has announced his resignation. Thomas Wildberger was proposed as his successor and elected at the 47th General Meeting.

Frank Bodin has been a member of ADC Switzerland since 1997, and in 2013 he took over the presidency. Even before that, as Jury Chairman, he shaped the association of leading creatives in the communications industry by realigning the judging with qualitative criteria such as his "3Q" and ""7+" by Michael Conrad.

As president, he transformed ADC with a new strategy and a new "Reason Why": ADC believes in ideas as an important success factor for business and society and promotes and demands quality in communication with the only nationwide and most important jury, numerous training and continuing education programs, and interdisciplinary platforms.

The innovations and the speed of the implementations were fulminant: A new office including a gallery, a new management with Gioia Bozzato and Hanna Jackl, a new corporate identity, the ADC-LSA creative school became the Ad School in cooperation with the HWZ, a recognized CAS with modules for creatives of all sectors and aspiring strategists, the foundation of the Young ADC to promote talents, countless events, exhibitions, readings and much more.

Remy Fabrikant also stepped down from the board after many years of service. His galas remain unforgotten, as do his great commitments and initiatives such as the digitization of ADC including judging and the Creative Week in cooperation with the ZHdK.

Thomas Wildberger new president

 Thomas Wildberger, partner at Prophet and former creative director and CEO of Publicis Switzerland, was elected as the new president with applause. Stefanie Huber and Philipp Skrabal will take over the vice presidency. Andy Lusti and Raul Serrat are also new members of the board. The other board members were also confirmed: Peter Brönnimann, Livio Dainese, Hanja Heuss, Michelle Nicol and Inken Rohweder von Trotha.

Five new members in ADC

Five leading creatives were admitted to ADC by board resolution and welcomed at the general meeting: Roman Camenzind, Music Business Entrepreneur; Lukas Meier, Owner Aroma Productions; Darko Soolfrank, Producer/VRD MAAG Music & Arts & Showwerk; Gus Wüstemann, Founder Wüstemann Architects; Danica Zeier, Founder & CEO artsnext & VUC^it, Deputy Head Strategic Design ZHdK.

Ten cheers for Managing Director Gioia Bozzato

 On September 1, 2012 - exactly 10 years ago - Gioia took over the management of ADC Switzerland. The fact that the many innovations and ideas of the board could be brought to life at all is largely thanks to her. Frank Bodin paid tribute to her tireless commitment, her stamina and her great loyalty to the creative industry.

Walter Pfeiffer new in the Hall of Fame

Walter Pfeiffer is considered one of the key figures of contemporary photography and is today one of the most important artists in Switzerland. His works became world-famous through contributions to magazines such as Vogue or i-D. Works by Pfeiffer can be found in many museums, including the Kunsthaus Zürich. With the induction into the Hall of Fame, ADC honors his work. The honor and laudation will take place on the occasion of the ADC Gala 2023.

Openings ADC Yearbook and Bodin's "Seven Essentials

Following the general meeting, two vernissages were held together in the gallery. The ADC Yearbook 2022, which could be realized thanks to the support of Lidl and personally and shows the best works of the past year.

Because 10 years ago the ADC Gallery was opened with the exhibition of 100 Creative Essential pictures by Frank Bodin, he took the anniversary and his resignation as president as an opportunity to again set a personal closing point with an exhibition. Instead of a hundred pictures, there are now seven - the Essentials of the Essentials, so to speak. The pictures, some of which are large-format, demonstrate the power of creativity with their insights, such as the yellow-on-yellow work "If you don't do it, it doesn't exist." A declaration of love to creativity. The exhibition can be visited throughout September during ADC opening hours.

Thanks to the support of the contributors as well as various media houses and partners, the offerings of the MyHandicap Foundation as well as its portal Enableme.ch be made accessible to an even wider public.

The relaunch campaign focuses on what sets EnableMe apart: People living with disabilities or chronic illnesses and their questions about related topics. "Living happily despite anxiety disorder?" is what Nicole P. wants to know, for example, her question captured in EnableMe's signature speech bubble. These and six other questions represented by long-time community members are intended to motivate people to make their own inquiries or to help find solutions.

The idea for the campaign was developed voluntarily by advertiser and MyHandicap foundation board member Frank Bodin, and the measures were implemented by art director Chris Burkhard. Alberto Venzago photographed the protagonists.