Swisscom: Monsterprinzessin
Best of Best
Excellent Brands
Corporate Brand of the Year
Credits
Company / Customer
Details
In 2025 Swisscom repositioned its brand to become more approachable, confident and dynamic. Our research has shown that non-customers see us as cold and sometimes even arrogant. We did a complete rebranding that followed our new brand strategy called "NEO". Our launch campaign tells the story of a father who creates a bedtime story for his daughter with AI. The campaign gives a warm and positive outlook onto the future and shows how to use new technology in everyday life. We printed the book over 10'000 times in the national languages and gifted it to our customers. Success on all KPI's & Swisscom has the highest reputation ever since.
The Jury‘s Statement
Swisscom has developed a fundamental repositioning of its brand strategy based on a clearly identified perception gap. The aim was not just a new visual identity, but a different tone: closer to people, more confident in its approach to technology, and inviting to those who had previously felt distanced. This repositioning is conveyed with striking design, particularly through a strong key visual that ensures high recognition and conveys the new attitude across all applications. In the communications, the brand’s claim takes on an accessible form through the story of a father who uses AI to create a bedtime story for his daughter. The fact that this narrative has been turned into a physical book anchors the brand far beyond the campaign itself. This is precisely where the maturity of this brand work lies: it corrects perception not through assertions, but through a consistently designed experience with lasting value.
