MetaDesign implements rebranding for Baloise

For the first time in the history of the Baloise Group, all employees, all countries and all companies appear under a common roof and the Baloise brand (Werbewoche.ch reported). The brand strategy developed by Baloise and MetaDesign is designed to bring Baloise employees even closer together, create synergies between business units and markets, and reduce complexity for customers.

A new, comprehensive brand experience was implemented for the new brand strategy. It aims to create differentiation in the market and increase Baloise's relevance among target groups. It also expresses the company's new attitude and positioning: Baloise sees the world as a place full of opportunities and understands its own role as being an inspiring partner for its customers' tomorrow.

This attitude comes to life in a new brand identity. The design principle is intended to open up new worlds again and again through its language of form and multicolor. The imagery and illustrations, as well as a typeface designed especially for Baloise, are intended to shape the unique character of the brand. Long-term defined brand themes and messages, combined with the appropriate language style, round off the brand presence.

At Baloise itself, the new brand was to become more noticeable with each passing day: MetaDesign continuously activated the brand across all countries via management events, interactive training sessions, cultural sessions and timed guerrilla measures. A unifying joint event was the highlight on the way to a shared future.

The new brand will now be successively visible in all conceivable media: in the app, on social media and the website, at trade fairs, in magazines and many more.

"This step is unique in the history of the organization and the Baloise brand - and at the same time groundbreaking for the future," says Gert De Winter, CEO of the Baloise Group. "The feedback from the countries and from our customers only confirms us in this. We are happy to have taken and achieved this step together."

In order to drive the Baloise brand holistically in the future, Publicis Groupe has established the dedicated agency "Publicis inspire" (Werbewoche.ch reported). The agency brings together selected experts from the branding, communications, digital and production disciplines of Publicis Groupe, namely from MetaDesign, Publicis Zurich, Saatchi & Saatchi Munich, Notch and Prodigious.