Swisscom, one of the leading brands and a market leader in Switzerland (with more than 60% average share of market), is perceived as one of the most trusted brands by Swiss people. The Swisscom re-brand is the final step to a major restructuring of the whole Swisscom organisation which will see the previous group companies Swisscom Fixnet, Swisscom Mobile and Swisscom Solutions cease to exist. These companies will be replaced by Swisscom (Switzerland) Ltd with the divisions Residential Customers, Small & Medium-Sized Enterprises and Corporate Business. Swisscom's fixed-line, mobile communications infrastructures and IT platforms are to be merged into a single division as part of the same process.

The pitch process began in the first half of 2007, and from the outset, and in light of the organisational re-structuring that was on the horizon, we argued strongly that what was at that stage merely a 'corporate design' brief, needed to in fact be elevated to a complete and audacious 'brand renewal' brief.

Following an initial round of pitches, we then found ourselves on a shortlist of several agencies from across Switzerland and Europe. The Moving Brands concept was selected for implementation by the Swisscom board of directors in November 2007.

Our concept for Swisscom centres on creating just a cross-platform, dynamic identity. This will form a strong and clearly defined single axis around which every element of the Swisscom organisation can then move.

The new Swisscom identity, developed by ourselves with Swiss typographer Bruno Maag, will be launched in the first quarter of next year. It will be 'an innovation for Switzerland and the industry.'

To see more of the design please go to swisscom.com/brand-2008