Rebranding: Scholtysik looks back for Swisscanto
The Swisscanto Foundations, one of the largest pension funds in Switzerland, are returning to the name "Servisa" under which they were founded half a century ago. Scholtysik accompanies the rebranding as lead agency, develops the brand strategy, the entire brand identity and the launch communication.
After about 18 years of operating under the "Swisscanto" brand, the Swisscanto Collective Foundation and the Swisscanto Supra Collective Foundation decide to make their independence more visible again. To this end, the two pension funds return to their founding names - just in time for their 50th anniversary: Servisa Collective Foundation and Servisa Supra Collective Foundation.
An extraordinary case
By returning to its original name, Servisa is treading an unusual path, but one that makes sense in terms of brand strategy. The foundations want to reaffirm their independence and at the same time demonstrate continuity - because there is no change to the long-term business strategy. Scholtysik carefully examined the perception, quality and legal enforceability of the original brand name beforehand and, in close cooperation with WalderWyss' trademark lawyers, is developing a multi-stage approach for the reintroduction of the brand.
"Innovation and transformation drive us all and people reflexively look for something new. But it can be worthwhile to stop for a moment and look at what you already carry in your portfolio," explains Lukas Staudenmann, naming expert at Scholtysik. "For Servisa, this meant a six-month time gain and cost savings in the high five figures."
Appearance that reflects the attitude
Together with the Servisa management team, Scholtysik identifies the brand essence of the pension fund and uses it to develop a market-differentiating image that reflects the attitude of the foundations. The name Servisa is intended to express the personal customer service with which the pension fund wants to distinguish itself from others.
The new figurative mark is intended to symbolize strength, cohesion and security. Illustrations also deliberately add a human touch to the reduced, straightforward design. With subtle humor, they are intended to make abstract pension topics accessible and easier to understand for policyholders. This is the responsibility of illustrator Till Lauer, whose work for The New Yorker, The Economist, The Guardian Weekly or also The time attract international attention.
Launch accompanied by communication
Scholtysik is also responsible for coordinated launch communications on the Monday deadline to the various stakeholder groups such as employees, insured persons, affiliated companies, brokers and the media. Scholtysik develops the communication strategy and supports Servisa's managers in media relations and coordination with the partners involved.
