The Harvard Business Review reportsthat 58% of consumers already obtain product recommendations directly from ChatGPT & Co. In the last Christmas quarter, AI referral traffic on US retail sites increased 13-fold. Visibility is shifting from Google rankings to model responses. Anyone who sounds generic there disappears. Even with perfect SEO. And because visibility is shrinking, prompts are being tweaked instead of principles.

Prompt optimization is cosmetic

Companies react reflexively: they tweak individual prompts, ban filler words, test system messages. That works - exactly once.
As soon as a new model, another team or another use case comes into play, the tuning starts all over again. Prompt optimization cures individual cases, but does not build an identity. Worse still, it shifts responsibility from the brand to authors. Everyone tinkers with their own shortcut, there is no overall direction.

This is precisely where a different logic comes in: Prompt economy thinks of language not as text, but as infrastructure.

Prompt economy thinks language as infrastructure

A prompt economy shifts the focus from the individual text to systemic control. Three layers are enough:

1. Verbal Identity Code: Five rules define posture, syntax, language mode. 25 ID markers define terms, greetings, rhythm. The marker becomes a machine language.
2. Prompt library: Ready-made templates take target group and channel specifics into account. Newsletter, Insta post, PR statement: parameters in, tone out.
3. Feedback loop: An audit dashboard measures tonality fidelity and highlights the need for corrections. Language becomes controllable like a KPI.

The result is a central voice OS that humans and machines understand equally. If texts come from the system, then at least with recognition.

Effects on day-to-day business

Scalability: A defined code is model-agnostic. Whether GPT-4o, Claude 4 or your own LLM - rules remain, engine changes.

Consistency: Briefings no longer degenerate into gut feelings. Every line is comprehensibly on-brand.

Efficiency: Teams save approval loops; copywriters become code writers who maintain markers and evaluate data feedback.

Differentiation: Coded deviation becomes an advantage. While the competition sends "friendly reminders", your brand reminds: "Time for the next step - we're ready when you are."

A 2025 study in Nature Communications shows that brand-typical speech patterns increase perceived authenticity by up to 22 percent, even in fully automated dialogs. Not a stroke of prompting genius, but replicable brand logic.

Conclusion: Without coding, only arbitrariness remains

Prompt optimization is patchwork. Prompt economy is architecture. It turns language into an infrastructure layer that every touchpoint can tap into: consistent, scalable, unmistakable. Without this coding, AI does not multiply the character, but the arbitrariness of a brand.

The future of brand management will not be decided by text versus text, but by code versus code.

* Julius Jäger is Executive Strategy Director at Jung von Matt Brand Identity. In the interview with m&k, he recently revealed how important a clearly defined verbal identity is for a brand, especially in times of artificial intelligence. In his exclusive guest contributions, he takes an in-depth look at the Measurability of language and the importance of a "prompt economy".

Every customer journey consists of thousands of small text fragments. Some of them are visible - push messages or cookie notices - while others are only noticeable when it matters: reminders, cancellation confirmations, technical error messages. They all combine maximum reach with minimum attention. An auditory patchwork quilt.

And internally? Here, too, there is a proliferation of texts: onboarding guides, Slack announcements, notices in the canteen, even the farewell card in circulation. Each department writes for itself - there is rarely a real overall direction.

AI increases the blurriness

Generative AI models write quickly, formally correct - but probabilistically. They always choose the most probable word, not the most brand-typical word. This is precisely why chat responses, confirmation emails and app notifications will all sound exactly the same at some point. Without an explicit linguistic identity, AI does not multiply the character of a brand, but rather its arbitrariness.

From a sense of style to linguistic structure

Tonality guidelines often provide vague adjectives such as "fresh", "approachable", "competent". This is enough to create a feeling - but not enough to keep language digitally consistent. Because as soon as things get complex and detailed, language needs clear rules:

• Set speech modes (explanatory vs. activating)
• Define markers (preferred terms, typical formulations - much deeper than today's corporate wording)
• Set context guidelines (when which special features apply)

Only with such a structure can language be operationalized - for humans and machines.

Audit instead of gut feeling

The most important question: Where to start? By first making language measurable. A verbal identity audit collects real content from all relevant channels - from CEO circulars to internal notices - and evaluates it according to criteria such as comprehensibility, emotionality, differentiation and media adequacy.

The result is not a vague sense of style, but a clear language map. What characterizes the brand linguistically today? Where does the brand speak consistently, where does it fray? Only when this landscape becomes visible is it possible to control where the use is particularly effective.

Micro-touchpoints as a strategic lever

It's not just about individual microcopies. The principle is bigger: every word, no matter how small, conveys brand meaning, whether on the "Checkout" button, in email autoresponders or error messages.

The Deloitte/YouGov study "Excitement Points" from 2023 shows the impact of such micro-moments: if the proportion of positive interactions - so-called "excitement points" - increases by just one percentage point, the number of customers increases by 6.1 % and the recommendation rate by 4.1 %. So emotion beats function - and micro-touchpoints are the bottleneck of this effect. The fact is, the brand is created exactly where it is barely consciously perceived.

Why familiarity creates trust

The effectiveness of these micro-touchpoints is based on psychological principles such as the familiarity bias: What we see repeatedly and process easily, we consider to be trustworthy more quickly. In the Excitement Point study, needs such as safety and order dominate positive contacts across all sectors.

Consistent language fulfills exactly these needs - it reduces cognitive friction and lowers perceived risk.

What this means for teams

This means three things for marketing and product teams:

1. Make all text sources visible, even the supposedly unimportant ones
2. Prioritize clearly, consider the reach and risk of all content
3. Condensing rules and coding language so that humans and AI can implement them

Only then should you add AI.

The shadow zone is therefore not a peripheral area of brand management - it is its foundation. Those who lead consistently here create a subtle but powerful advantage. After all, genuine brand identity is not reflected in big promises, but in every single line of text. Especially when nobody is looking.

* Julius Jäger is Executive Strategy Director at Jung von Matt Brand Identity. In the interview with m&k, he recently revealed how important a clearly defined verbal identity is for a brand, especially in times of artificial intelligence. In his exclusive guest contributions, he discusses the measurability of language and the importance of a "prompt economy" in greater depth.

Automatically generated emails, chat histories or system notifications: Thanks to artificial intelligence, brand communication is increasingly taking place where hardly anyone controls it. If this happens without strategic guidelines, it can become problematic. However, for the first time, brands have the opportunity to use AI to turn language into a strategic, brand-compliant resource.

This is where Jung von Matt Brand Identity comes in with its newly developed "Verbal Identity Audit". The tool analyzes and codes the language of brands in such a way that it can be implemented in a way that is recognizable for both humans and AI systems.

In a mini-series on the topic of "Verbal Identity", Julius Jäger, Executive Strategy Director at Jung von Matt Brand Identity, will take an in-depth look at the measurability of language and the importance of a "prompt economy". In the opening interview, he explains why a strategically defined verbal identity is a basic requirement for successful brand communication - and how companies can take the first steps.

Julius Jäger, why does a brand need a clearly defined verbal identity in the age of artificial intelligence?

Julius Jäger: We used to say that individuality arises wherever it is not explicitly suppressed. With generative AI, we are now experiencing the exact opposite: individuality only arises where it is explicitly defined and specifically controlled. AI-based language models work in such a way that they always choose the most likely next word. So if you don't consciously define your own language, you will inevitably end up with mediocrity. A clearly defined verbal identity ensures that brands do not sound random, but remain recognizable and independent.

What typical linguistic inconsistencies do you observe in companies?

Many companies speak with several voices. The website texts are often from the last relaunch and were written externally. The job advertisements are formulated by the HR team, while the annual report comes from a specialist agency. This results in content that works well individually, but hardly speaks to each other. These silos lead to brands having optimized texts for individual channels, but they lack the connecting element that makes them recognizable as part of the same brand. There is a lot of untapped potential.

That is why we have Verbal-id.jvm.ch built a small quick check. Anyone can use it to get an impression of where their own language stands today - at least on the website - in just a few minutes.

"Content that works well individually, but hardly speaks to each other"

Why is language so often a strategic blind spot in brand management - why is it neglected?

It has always been possible to define language strategically and in detail. Without AI, however, this was hardly feasible and certainly not scalable. Nobody could or wanted to expect employees to read 20-page language guides. AI is different: it needs this clarity in order to generate content in line with the brand. That's why language suddenly goes from being a neglected detail to a core strategic issue.

How does a strong verbal identity differ from classic tonality or text guidelines?

Classic guidelines are often based on general style principles such as "likeable", "refreshing" or "at eye level". A verbal identity goes further. It translates the identity of a brand and says exactly how this is implemented linguistically: with concrete language rules, brand-typical terms and stylistic markers. Language thus becomes controllable, for people and machines.

Let's assume a new brand is being created. What steps are needed to define a strong verbal identity?

It always starts with a clearly defined identity: what defines the brand, what attitude and values does it represent? We derive concrete language rules from this identity and define the so-called ID markers - specific words or phrases that are unmistakable and appear again and again. The main aim here is to create specific highlights that are recognizable but at the same time authentic. The verbal identity must feel right for employees and must not be "cringe". A good example is Fressnapf's mail signature: "With solid paw print". Things like this are certainly not right for every brand, but it sticks. If it feels right for a company, such linguistic details can anchor the identity in everyday life.

You have launched a so-called "Verbal Identity Audit". What exactly does this audit measure - and how does this systematic approach to brand language work?

The Verbal Identity Audit makes language truly quantifiable. We systematically examine texts from all of a company's channels using clearly defined linguistic metrics: How attractive, understandable and differentiating do they appear? We also evaluate how media-appropriate the texts are tailored to their respective channels and how consistent and brand-coherent they appear across all channels. The results are visualized in a dashboard. This allows you to see at a glance where the brand stands linguistically and where there is potential. The Quick checkwhich I have already mentioned, provides an initial insight into this audit.

How do you ensure that AI-supported content speaks in the tone of the brand and not in the style of the tool?

This requires the Verbal Identity Code. A set of rules with clear specifications and specific linguistic markers that serves as a training basis for AI. The code comprises a few but crucial basic rules and very specific linguistic recognition markers. You can think of it like traffic rules that clearly state what is allowed and what is not. This is the only way to create texts that are more than 90 percent brand-compliant from the very first draft. Nevertheless, we always recommend a human-in-the-loop process, as AI continues to exhibit idiosyncrasies that need to be adjusted at certain points. The best example at the moment is the "-", which ChatGPT loves more than anything.

"The Verbal Identity Code is a set of rules with clear specifications and specific linguistic markers that serves as a training basis for AI."

What implications does the introduction of a verbal identity have for collaboration between MarCom specialists and technology?

If we want to digitize and scale brand management, a common language between man and machine is essential. A verbal identity reduces approval loops, creates clarity in briefings and basically turns language into a kind of programmable interface, similar to an API. This prepares companies for technologies such as AI-based chats, avatars or voice interfaces, all of which benefit from a clearly defined personality. But it's not just about MarKom, because everyone in the company communicates. Internally and externally, constantly. This is where AI can build bridges and create understanding. And even help shape the culture with verbal identity.

If you want to know how your own brand language is doing, you can get a first impression with the quick check on Verbal-id.jvm.ch/en win. The online tool analyzes your own website language in just a few minutes and shows where there is potential for more consistency and brand identity.

In the world of luxury watches, much revolves around exclusivity. Oris, however, deliberately wants to be different and focuses on curiosity, community and responsibility. In line with the new brand promise "Welcome to Hölstein", Jung von Matt Brand Identity developed a brand design that celebrated its world premiere at "Watches and Wonders" in Geneva.

A well-founded brand strategy process led to the sharpened positioning of Oris. The aim was to make the brand essence authentically visible and to create clarity - both internally and externally. On this strategic basis, a flexible brand design was created that works consistently from China to the USA. The new appearance thus provides orientation, underlines Oris' independence and aims to establish a more inclusive understanding of luxury in the watch industry.

Brand design with history

The new brand design picks up on elements from Oris' history and interprets them in a contemporary way. A central element is the Oris bear. The former mascot now appears as the host of Hölstein. The previous Oris crest has also been rethought and forms the basis for a pattern that makes the appearance recognizable across all touchpoints.

"Designing luxury in such a way that it creates closeness, invites people in and yet remains entirely Oris was a particularly enjoyable task for us," says Christina Widmann, Executive Design Director at Jung von Matt Brand Identity. The color peach-rosé characterizes the new Oris brand identity. The delicate shade was chosen deliberately - it picks up on the color of the Oris factory in Hölstein. In this way, the visual reference to the history is also made tangible.

"Hölstein Light" as a visual metaphor for time

The imagery has also been rethought. The "Hölstein light" is a visual metaphor for the natural progression of light from midday to dusk. It stands for warmth, authenticity and the feeling of a genuine encounter.

Responsible at Oris: Marc Sutterlüti (Head of Global Marketing). Responsible at Jung von Matt Brand Identity: Julius Jäger (Executive Strategy Director), Christina Widmann (Executive Design Director), Micha Niederhäuser (Brand Designer), Pascal Schranz (Brand Consultant).

Alpiq's transformation began when CEO Antje Kanngiesser took office in 2021. The energy group took a critical look at its own identity and its direction for the future. In the course of this, Alpiq is undergoing a transformation from a traditional large company to a strongly purpose-driven organization with a focus on sustainable business in the three dimensions of "people, planet, profit" and strengthening security of supply. The brand identity developed in collaboration with Jung von Matt was intended to make this strategy emotionally tangible, create clarity and also release new energy.

Sharpened purpose, strengthened values

At the heart of the identity is the sharpened purpose "Together for a better climate and an improved security of supply". This sentence succinctly sums up Alpiq's core task, shows the area of tension in daily activities and, together with concrete, action-oriented values such as "We learn and grow together" or "We share the steering wheel", forms the foundation for the strategic direction. "The values and purpose serve as a compass for how and why we do things and they drive Alpiq's transformation," explains Tobias Fässler, Head of Communications & Public Affairs.

Brand promise as a catalyst

The new brand promise "A different kind of energy" is also intended to succinctly summarize the objective. "The promise is the guiding principle for all decisions at Alpiq," explains Julius Jäger, Executive Strategy Director of Jung von Matt Brand Identity. "It's about leaving rigid traditional approaches behind and living the 'different' in its dynamic and responsible aura - in order to break new ground together with the workforce and partners. The promise therefore also stands for a different culture and a new experience for employees and customers."

Holistic brand identity

The newly created brand identity is intended to reflect this new understanding. Purpose, values and promise were translated into a characteristic design, a concise corporate language, dynamic motion guidelines and an independent sound branding, which was created in collaboration with the Berlin audio branding agency Why Do Birds. The change was brought to life for all employees at all locations with international roadshows. The introduction of the Employer Value Proposition (EVP), which was developed in parallel, should further strengthen this.

The brand can also be experienced in its digital presence, which Jung von Matt Tech has implemented in the form of a new website design and has been live since Monday.

INTERVIEW

"Culture is about the 'how' - and that makes all the difference"

On Monday, Alpiq's major transformation reached another milestone with the go-live of its new website. m&k spoke to Julius Jäger, Executive Strategy Director at Jung von Matt Brand Identity, and Tobias Fässler, Head of Communications & Public Affairs at Alpiq.

m&kAlpiq has recently embarked on the path from a traditional large company to a "purpose-driven organization". How did this transformation process take shape?

Tobias Fässler: This change did not happen overnight. We have now been here for three years and are simply doing our homework step by step. We initially focused our business on the core markets, created a great deal of transparency, strengthened cross-divisional cooperation... We are now in a very solid financial position and have a clear strategy on how we want to help shape the energy world. This clarity helps.

Can you give us an insight into the vision and strategic considerations behind this transformation??

It is often the supposedly soft factors that are decisive, such as culture. Here we have found that if we really want to take our purpose as a compass and align our actions with it and live our values, then we need to initiate far-reaching change. Our environment is changing faster and faster. Our employees must be able to make decisions quickly and independently. However, this requires a framework with purpose, values and strategy.

What does this mean for the corporate culture?

Culture is about the "how" - and that makes all the difference. We want to put people at the center. We have to stand together. It's about our understanding of leadership and how we treat each other. It's about honest conversations, open feedback, value-based cooperation. It's about simplicity in our actions and taking responsibility. We can't always demand something from others, we have to deliver ourselves first. We want to see performance, but we also want to create the optimal conditions for it. We wanted to make this change visible and tangible both internally and externally with the new brand positioning.

How can the brand support the strategic transformation?

Julius Jäger: Who are we really, and why should anyone care? Defining a brand means creating clarity about your own corporate identity. And the more consciously companies link this to their strategic vision, the more robust and sustainable their success will be.

What does this mean for Alpiq?

The new self-confidence plays a decisive role in unleashing the enthusiasm for Alpiq's new path. The brand identity is therefore like a catalyst of positive energy for the transformation.

How did the new brand promise "A different kind of energy" come about?
BarrelThat was interesting to observe, because it emerged organically from the process. We characterized ourselves in various workshops, defined our aspirations and how we want to approach things. Derived from the purpose and the strongly inward-looking values, we developed a kind of manifesto on how we want to deal with the energy world, our people and our partners and how we see our daily actions. This resulted in the brand promise "A different kind of energy".

What do you mean by "A different kind of energy"?

We want to be able to rethink things, be open, have the courage to be different if it serves the cause. When we are involved, we want to have an impact, help shape things and be on an equal footing with our partners. We want to bear our share of the responsibility. This is what we mean by "A different kind of energy" - and we want to be measured by this.

What does this brand promise mean for customers?

Hunter: The core promise has several levels. The most obvious are the sustainable energy solutions in terms of security of supply. However, the real customer benefit comes from the claim that Alpiq formulates internally: It's about being unconventional, breaking with industry codes and going our own way together.

And for the employees?

Fässler: Of course, we also considered this and therefore initiated the process for a new employer value proposition in parallel with the brand development. Because this has to go hand in hand. As an employer, we want to offer an environment in which we can make an impact.

How do you create this environment in concrete terms?

We follow a purpose and want to find the right balance between sustainability and security of supply. We have clear goals with our strategy, we have values and we have ambitions. Without people who go along with us and are enthusiastic about what we are doing, we will not reach our goal. We also have to have a different kind of energy, be unconventional from time to time and be different from everyone else. We are on the right track and will soon be able to say more about this.

The new development of Alpiq's uniform brand identity is also about the identity of the brand, including corporate language, sound branding and motion guideline. How exactly do you develop this?

Hunter: To begin with, we helped Alpiq get to the heart of their purpose, personality and promise. Once defined, we then had to find out what the experience needed to feel like in order to convey this identity: How does the brand sound? How does it speak? How does it move?

What goals did you have when designing the brand experience?

Together, we wanted to create a brand that was as unusual as possible in its sector, but still accessible. This required a range of expertise, a lot of fun, courage and a great deal of trust from Tobias and the Alpiq team. A collaboration that has "A different kind of energy".

What role will sustainability and energy supply play for Alpiq in the future?

Fässler: A central role, of course. Both elements are anchored in our purpose. You might think that's a contradiction. We don't think so. For us, it is an area of tension that we have to face up to and for which we have to find compatible solutions. We know that we can never have maximum sustainability with a high level of security of supply. There is always interference with the environment, there is visible infrastructure. But a secure and affordable energy supply is the backbone of a functioning economy and society and this is where we want to make a significant contribution.

How do you deal with this area of tension?

It's about our purpose. Such a field of tension demands that we question things, even fundamentally. We must first challenge ourselves. We have to be able to do this independently of hierarchical levels and company units. This is the only way we can find the best solutions, and we can only achieve this with the right corporate culture that makes this possible. And then we also have to inform the outside world, initiate discussions, endure them, get involved and sometimes even swim against the tide if it serves the cause. It's not always easy, but that's exactly what makes it so appealing.

Responsible at Alpiq: Antje Kanngiesser (CEO), Claudia Bischof (Head Branding & Live Communications), Susanne Hess (Head of Public Relations), Tobias Fässler (Head Communications & Public Affairs), Simon Reber (Lead Organizational Development & Leadership), Antuan Pace (Head Digital Communications). Responsible at Jung von Matt Brand Identity: Julius Jäger (Executive Strategy Director), Fabian Ellersiek (Project Management Strategy & Consulting), Christina Widmann (Design Director), Didier Quarroz, Pablo Scheidegger (Design), Lukas Gebhardt (Motion).

SwissAccounting, formerly Veb.ch, is the largest Swiss association for accounting, bookkeeping and controlling, representing almost 10,000 members from all over Switzerland. The association has been in existence since 1936 and is the professional training organization responsible for finance, accounting and controlling in the world of work.

Strong basis created

As a successful organization with innovative offerings and a strong member focus, it was time to further develop the traditional brand in terms of name and appearance. To this end, Jung von Matt Brand Identity worked with the association in a strategic process to sharpen the purpose, brand personality and brand promise and set them down in a manifesto. "In the process of sharpening the brand, we worked out together what SwissAccounting stands for, what makes the association unique and what it promises its members. The resulting brand profile was the basis for all further implementations," explains Nathalie Weiss, Senior Brand Consultant at Jung von Matt Brand Identity.

Renaming was also an important step in clearly expressing what the association stands for. The name Veb.ch was outdated, restrictive and caused high communication costs. With the new name SwissAccounting, the association is sending a clear signal for a stronger presence and appeal at national level.

At the Annual General Meeting, President Dieter Pfaff convincingly explained the reasons for this important step: "Many in the industry know the acronym Veb.ch, but are unable to understand its origin and meaning - let alone those who have never heard of our association."

Trust and modernity

Based on the new positioning, Jung von Matt Brand Identity developed a brand design that reflects the familiar, fresh and committed style of the brand. The design experts deliberately incorporated the brand heritage into the creative process in order to emphasize continuity in terms of quality and expertise. The former Veb.ch logo was used to create flexible components that express the diversity of further education, the individual development of specialists and Swissness. The colors were refreshed and give the appearance energy and radiance.

The modern typography emphasizes the future orientation of the association, while the imagery focuses on the people. "Our aim was to create a visual identity for SwissAccounting that expresses the move into a new era without neglecting its origins. The result is a design system that can be used flexibly and still emphasizes the uniqueness," says Simon Fuhrimann, Senior Brand Designer at Jung von Matt Brand Identity.

The new website and communication tools have been in use since Thursday.

Responsible at SwissAccounting: Dieter Pfaff (President), Susanne Grau (Vice President), Marija Atanasova and Pia Käser (Co-Head of Office), Bettina Kriegel (owner of Kriegel Kommunikation). Responsible at Jung von Matt Brand Identity: Simon Fuhrimann (design), Nathalie Weiss (project management), Fabian Ellersiek (strategy).

The CISB aims to establish an interdisciplinary platform that promotes research into sustainability and innovation in companies and facilitates a pioneering dialog between academia and business. The CISB aims to bring about tangible change in business and society by turning visionary ideas into practical solutions.

Jung von Matt Brand Identity was involved in the foundation's development process from the very beginning. This ensured a close link between the foundation's design and identity.

The result is a clear, modern and fresh appearance that stands out in the Swiss foundation environment. The targeted reduction and the simple approach put the focus on the topics and the researchers. Relevant ideas and innovations are given a clear presence on the platform and can be constructively promoted.

"When creating the brand design, our aim was to create a visual identity that not only gives the foundation a distinctive face, but also provides a worthy stage for research," says Micha Niederhäuser, Brand Designer at Jung von Matt Brand Identity.

The characteristic lime-green yellow next to the neutral, reduced gray tones lends the appearance freshness and character. In addition, AI-generated images - which show abstract shapes in a white and neutral color scheme - underline the focus on innovation and modernity. "The use of AI-generated images made it possible to reflect and specifically develop the abstract idea of the visual world," says Loraine Olalia, Digital Designer at Jung von Matt Brand Identity.

Jung von Matt Brand Identity implemented the design concept consistently across various touchpoints. This ensures a uniform appearance, including on the website, which serves as a central point of contact and provides comprehensive information about the foundation and the initiatives it supports.

Responsible at CISB: Alexander Bischoff (Chairman of the Board of Trustees), Stefano Bianchi (Member of the Board of Trustees). Responsible at Jung von Matt Brand Identity: Nathalie Weiss (project management), Loraine Olalia (design), Micha Niederhäuser (design).

With the further developed brand, Schöffel wants to offer its target group an even more authentic and self-determined experience of nature. This message needs to be communicated clearly and consistently both internally for employees and externally for customers.

Famous seam as a central element

Jung von Matt brand Identity carried out a comprehensive brand audit, followed by a brand positioning and design workshop. The brand experts translated the brand's key assets, such as high quality and longevity, into a new, contemporary design.

The adapted Schöffel brand design is characterized by a clear, minimalist aesthetic that is both timeless and modern. To achieve this, the Schöffel seam was developed as a striking element - a visual component that symbolizes quality, durability and the connection to nature.

Responsible at Schöffel: Stefan Merkt (CEO Schöffel Sportbekleidung GmbH), Stefan Ostertag (CMO/CDO Schöffel Sportbekleidung GmbH). Responsible at Jung von Matt Brand Identity: Christina Widmann (Executive Design Director), Dr. Thomas Deigendesch (Managing Partner), Micha Niederhäuser (Design), Pablo Scheidegger (Design),Lukas Gebhardt (Motion), Inna Schill (Consulting).

In order to create a consistent and exceptional customer experience, the experts at Jung von Matt Brand Identity developed MDH's entire customer journey from scratch. The strategy focused not only on presenting the MDH brand, but also on making it tangible - at every single stage of the interaction with customers.

This holistic approach has resulted in many changes. First and foremost is the increased proximity to the customer, which is also reflected in the new design. Inspired by Corbusier's "Modulor", which combines the human scale with the golden ratio, the design ensures aesthetic excellence. This is intended to give the architecture a human dimension and at the same time bring order to the visual concept. By using real client portraits in the imagery and storytelling that focuses on the needs of the clients, MDH also creates a deeper connection with its clients.

The brand's design concept comes into its own through a detailed customer journey that aims to impress through unique experiences. From personalized architectural plan rolls to tailor-made surprises and high-quality communication materials.

"With Jung von Matt Brand Identity, we have taken our brand and the customer experience to a new level. Now our customer journey reflects exactly what we achieve in our architecture and design: excellence, creativity and individuality," says Ivana Ristovic from MDH.

Responsible at MDH: André Kressebuch, Ivana Ristovic, Lea Kuzhini. Responsible at Jung von Matt Brand Identity: Philipp Siegenthaler (strategy), Diana Geissel (project management), Monica Bühlman, Pablo Scheidegger, Didier Quarroz, Christina Widmann (design), Julius Jäger (mandate management).

The brand experts at Jung von Matt Brand Identity have created two series of 28 collectible NFTs for a major sporting event. Each of these non-fungible tokens (NFTs) is a unique digital work of art stored on a blockchain. To emphasize the digital and innovative character, the dynamic motifs were generated with the help of artificial intelligence. The illustrations are intended to reflect the energy and liveliness of the sport and stand out from the typical "AI cliché".

Multi-purpose mailing

Jung von Matt Brand Identity also redesigned a mailing to CEOs in Switzerland that can be used in many different ways and implemented it with AI. The high-quality postcards with artistic still lifes present the premium events in a stylish and unmistakable way - an alternative to stock photos.

"The approach has once again confirmed to us that AI not only saves time and resources in creative processes, but can also produce unique and appealing solutions," says Didier Quarroz, Senior Designer at Jung von Matt Brand Identity.

The Swiss Post logo is at least as much a part of everyday Swiss life as Aromat or the Schwing- und Älplerfest. But despite its omnipresence, Swiss Post felt that the logo had not yet managed to perfectly represent the company's outstanding status in the country - so the Group is treating itself to a rebranding for its 175th birthday. The team from Jung von Matt Brand Identity was responsible for this.

"Too many language and color executions and small-scale elements led to inconsistency and difficulties in digital implementation, compromised a consistent brand presence for Swiss Post and made it look cumbersome," according to the agency's analysis. The solution: a renewed logo consisting of "a stylized red Swiss cross accompanied by a concise black P on a postal yellow background," as described in a media release. This should work in all language regions of Switzerland; replace all variants that are currently circulating.

Basis for more flexible communication

"With the modernized logo, Swiss Post is creating the basis for more flexible communication that plays with the elements of color, imagery and typography. What may seem like a slight adjustment at first glance is a huge step for Swiss Post towards more clarity and connectedness. The fact that we were able to support Swiss Post in such a historic and extensive process makes us proud," says Christina Widmann, Executive Design Director at Jung von Matt Brand Identity.

The modernization of the logo, he said, incorporated both the brand's development to date and the Post's vision of the future. Building on a rich brand history, strengths were identified and weaknesses eliminated. The result is a strong visual anchor of trust with a sense of tradition that makes the Swiss Post brand fit for the future.

"The new logo creates more flexibility to communicate in a way that is appropriate for the recipient, depending on the channel and message, without losing the typical Swiss Post character. At the same time, Swiss Post gains efficiency in communication by reducing the variety of logos," says Julius Jäger, Executive Strategy Director at Jung von Matt Brand Identity and responsible for the Swiss Post mandate.

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Responsible at Jung von Matt Brand Identity: Christina Widmann (Creative Direction), David Lüthi, Pablo Scheidegger (Type Design/Design), Julius Jäger (Strategic Direction), Alessandra Bally (Consulting).