"Second pillar. First class" is the name of the new claim, which is intended to express BLPK's brand essence directly. It makes it clear that BLPK takes care of the second pillar - occupational pension provision - within the three-pillar principle of the pension system, and also that through its work it maintains material security for its insured members after their working lives - and does so at the highest level. "Our new brand identity not only makes us come alive as a pension fund, but also forms the basis for the further development of BLPK. The BLPK brand will continue to evolve in the future, making a substantial contribution to achieving the strategic goals we have set ourselves," says Stephan Wetterwald, CEO of BLPK.

At the heart of BLPK's new brand identity is the newly designed and programmed website Blpk.ch. The motifs developed and photographed for the site focus on people and their personalities. The new corporate colors were incorporated into the images, creating a clear and graphic visual look. The studio shots were taken in Zurich in collaboration with photographer Andreas Zimmermann. The imagery is complemented by stills that create analogies to the various themes. The Swiss agency Open Interactive is responsible for the technical implementation of the website.

Ballhaus West cooperated with the Sun agency in Basel to implement and develop the corporate design. This collaboration will also produce a customer magazine and the annual report in the new look by summer 2021.