Country Base: Switzerland
Industry/Sector/Keywords: Associations, Nonprofits, Commercial Employees, Education
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

The Swiss Association of Commercial Employees “Kaufmännischer Verband” is the largest professional association of office and retail employees and related vocations in Switzerland. It represents the interests of 55,000 members from 32 regional sections. The goal of the project was to create a new brand that more strongly visualizes the Association’s extensive range of services, while also aligning the partially diverse brand presences of the different branches.


“mehr wirtschaft. für mich.” – The new claim clearly communicates the added value the association provides for its members: “mehr wirtschaft” (more economy) – more professional inspiration, greater know-how in vocational studies, increased interaction with other members. And all aimed specifically at the individual member “für mich” (for me.)


The new imagery portrays various journeys through life: authentic incidents experienced by specific target groups at different stages in life. The combined message being communicated is that “Together with the Swiss Association of Commercial Employees I can progress further at all stages of my life.” The association accompanies its members through their basic vocational training right up to Master’s degree level, while also offering career counseling.


The new brand consistently communicates the redefined positioning at all touchpoints: Advertisements, digital brand experiences and trade-fair appearances make the wide, modern range of services in the areas of vocation and education come alive.


Client: Kaufmännischer Verband Schweiz –
CEO: Peter Kyburz

Brand Strategists/Designers: Branders Group AG –

CEO: René Allemann
Brand Consultant to the CEO: Marisa Güntlisberger
Senior Brand Designer: Maria Fahringer
Photography: Tobias Gromatzki