A full brand refresh for Pax
For its 150th anniversary, Pax sharpens its presence without losing its character. Building on the company’s unique culture, Scholtysik creates a brand experience that is simpler, more digital and more distinctive – powered by AI-supported processes, concise messaging, vibrant colours and a subtle sense of humour.
To mark its 150th anniversary, retirement specialist Pax launches a completely redesigned brand experience with a strong focus on digital touchpoints, user journeys and conversion funnels. The new brand world was developed in close co-creation between Pax and branding agency Scholtysik.
A brand-specific user experience
The new website serves as the brand’s central touchpoint. A clear information architecture and a consistent UI design system with an extensive component library provide orientation and make complex retirement planning topics easy to understand. Smart interactions deliver personalised insights and tailored offers, guiding users all the way to purchasing insurance online.
Where reality meets AI
A defining element of the new identity is the visual world created by Scholtysik, balancing authenticity and imagination. Warm, genuine photography is complemented by bold cut-out motifs, many of which are generated with the support of artificial intelligence. By translating visual parameters into a scalable prompt logic, Scholtysik enables the rapid and cost-efficient creation of new imagery without compromising the brand’s distinctive visual language. Combined with concise copy, the result is a series of memorable brand assets with character, attitude and a subtle sense of humour — across both static and moving media.
“Scholtysik has created a brand experience that adapts effortlessly to a wide range of channels while expressing our brand with clarity and consistency. At the same time, the smart integration of an AI-powered visual system enables us to work faster and more efficiently every day.”
Luzius Marbet, Head of Marketing & Digital Sales of Pax
A more dynamic Pax
The design system developed by Scholtysik is flexible enough to support both bold campaigns and trusted advisory communication. An animated logo adapts seamlessly to different formats and contexts, while a distinctive sonic identity strengthens brand recognition. A modular video toolkit covers the full spectrum of communication needs and can be deployed efficiently across websites, social media and campaigns without compromising consistency.