Yellow.ai

Yellow.ai adds new executives for North America: Vasudev Chatti as Chief Revenue & Customer Officer, Patrick Segelke and Nick Frenette as GTM leads

Chief Revenue & Customer Officer – NA - Vasudev Chatti; GTM – NA - Patrick Segelke; GTM – NA - Nick Frenette

Yellow Rebrands as Strichpunkt Identity in Switzerland

Swiss agency Yellow has been rebranded and integrated as Strichpunkt Identity to create a locally anchored identity and brand-strategy practice within the MYTY Group. Reto Meyer and Philipp Brune say the move merges Yellow’s eight years of strategic brand experience with Strichpunkt’s infrastructure and specialist capabilities from German offices (Stuttgart, Berlin, Hamburg). The team, leadership and Basel location remain unchanged; clients and project contacts are retained. The agency emphasizes a shift from surface design to leadership-led brand identity, promoting a proprietary 'True Identity' framework and positioning itself as an 'Identity‑Driven Transformation Agency' able to support complex challenges such as generational change, international expansion and digital customer experiences. The change responds in part to perceived market shifts from AI-driven creative output toward deeper strategic brand work.

Yellow Rebrands as Strichpunkt Identity

Basel-based creative agency Yellow will operate under the name Strichpunkt Identity from May 20, 2026, becoming the Swiss branch of the German branding agency Strichpunkt while remaining a legally independent Swiss entity. Both agencies are part of the MYTY Group network. The existing Basel team will continue to run the office, with Yellow founder Reto Meyer taking the role of Managing Director. The move gives the Swiss office access to Strichpunkt’s resources across Berlin, Hamburg and Stuttgart (Strichpunkt has around 180 employees) and aims to jointly promote a brand model called “True Identity.” A coexistence agreement exists with an unrelated Winterthur-based firm that shares the Strichpunkt name.