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Swisscom: From telecoms giant to global brand powerhouse
Moving Brands is an independent global design studio creating the brands, products and experiences of tomorrow. Partnering with ambitious leaders and organisations, we deliver the world’s most impactful design.

Swisscom

From national phone company to trusted companion for the digital world

One of our most enduring and successful partnerships has been with Swisscom, consistently ranked as one of the strongest brands in the world. More than being Switzerland’s leading telecoms company, Swisscom’s broader technology, internet, media, and entertainment offerings make them a cornerstone of Swiss life.

  • Brand Strategy
  • Brand Films
  • Brand Identity System
  • TOV & Messaging
  • Motion Design
  • Campaign Design
  • Digital Product Design
  • Brand Assets & Guidelines
  • Design System

Unifying a complex brand

But with such a broad offering, the brand they came to us with had become complex and inconsistent. So, our first task was to partner with them to define and create a coherent and agile ‘one Swisscom’, building their new identity around the concept of life coming together around one axis.

Three different stages of the Swisscom logo from sketch to the finished render.
An overview of the different crops of the dynamic logo.
A hot air balloon with the Swisscom logo and word mark printed on it.

Emotional connection

Through this transformation, we helped Swisscom evolve from an established brand into a loved one that would engage with customers on a deeper emotional level while conveying their pride in their Swiss heritage.

And so began our long-standing relationship – a relationship that has seen us holistically shape and develop the brand, their communications and their many touchpoints, keeping the brand dynamic and relevant.

The roof of a building with a large Swisscom logo on it.
A professional slalom skier sponsored by Swisscom.

Redefining the customer experience

One of many projects we led for Swisscom was to oversee their complex transformation into a digital-first brand. Over two years, our team created a meticulous and granular design system that unified their digital platforms and helped to redefine their customer experience. Our work has resulted in a seamless, intuitive, and user-centred digital experience that is unmistakably Swisscom.

A Swisscom shop interior showing different devices on display and the logo textures printed on the walls.

A global powerhouse

And today? In 2023, leading brand valuation consultancy Brand Finance declared Swisscom the strongest brand in Europe and the third strongest globally, behind only Google and YouTube. We’re pretty happy with that.

A group of people standing in front of a wall with workshop material.
‘With the SDX assets and code Moving Brands gave us, what would have taken 6 months to develop now takes six weeks’
Olaf Geuer
Head of Brand and Strategy, Swisscom

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