Servisa
Back to the Future
After nearly two decades of successful activity under the “Swisscanto” brand, the Swisscanto Foundations – one of Switzerland’s largest pension funds – are once again making their independence visible. They return to their original name “Servisa” and present themselves with a fresh and distinctive brand identity.
Returning to an old name is a rather unusual step but a wise one from a strategic branding perspective. The pension fund reaffirms its independence while demonstrating continuity at the same time since the fund’s long-term strategy does not change at all. Scholtysik scrutinized perception, quality and legal feasability of the original brand name and closely collaborated with the IP lawyers of Walder Wyss to define a secure way to reestablish the brand with minimum risk of conflict.
Service in the name, strength in the logo
Together with the leadership team, Scholtysik identifies the core of the pension fund brand and develops a distinctive identity that reflects the foundations’ values and ambitions. The name Servisa stands for personal advice and outstanding customer service – a clear competitive advantage. The new brand symbol visually expresses collective strength, solidarity, and security.
“We needed an agency with real naming expertise who also understood the Swiss financial industry, were skilled in strategic communication and offered high quality design. Someone recommended Scholtysik, thank goodness!”
Davide Pezzetta, CEO Servisa
Illustration
Charming, contemporary illustrations add a deliberately human touch to the reduced and clean design. With subtle humour, they make abstract pension-related topics more accessible and relatable. Created by renowned Swiss illustrator Till Lauer – whose elegantly simple work appears in The New Yorker, The Economist, Die Zeit and others – the imagery brings warmth and clarity to the brand.
Digitally consistent and brand-true
The new brand identity is seamlessly translated into digital touchpoints. Website and client portals appear in a contemporary, responsive design optimised for all devices. Colour, typography, imagery and illustration come together to create a consistent and brand-authentic presence across all digital platforms.
Coordinated change communication builds trust
Scholtysik also developed the communication strategy for the transformation – both internally and externally. Targeted measures address all key stakeholder groups: employees, insured individuals, affiliated companies, brokers and the media. The orchestrated communication approach paid off: it creates orientation, strengthens trust and provides reassurance throughout the change process.
Our services
Brand Analysis | Brand Positioning | Brand Architecture | Naming | Logo Design | Brand Design | Communication Strategy | Change Communication | Internal Launch and Implementation | Client Communication | User Experience Design | UI Design for Websites and Portals | Copywriting for Web and Print | Brochure Concept | Info Sheets | Advertising Materials | Merchandise | Office Templates | Presentation Templates | CI/CD Guidelines | IP Management.