Observed Signal · Sep 14, 2026 · Partnership · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
BSC Young Boys Appoints Bern Creative Agency Hella Studio
Swiss football club BSC Young Boys has engaged Bern-based creative agency Hella Studio to unify its brand identity. The collaboration, initiated this year, focuses on the new brand strategy 'Forever Young Boys', a modern translation of the club's historical motto 'Young Boys Forever'. The agency, founded in 2018 by Kasper Kobel and Joëlle Lehmann, will work closely with the club's internal marketing team to integrate strategy, creation, and implementation. First applications have already been launched, with the full rollout of the new visual identity planned across all channels by 2027, including LED boards, live tickers, digital campaigns, and merchandising.
Minor regional agency-client appointment in the Swiss advertising industry; relevant for AdTech/MarTech but limited global impact.
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Key Takeaways & Evidence Grounding
- BSC Young Boys has partnered with Bernese creative agency Hella Studio to unify its brand appearance.
- Hella Studio was founded in 2018 by Kasper Kobel and Joëlle Lehmann.
- The agency will implement the brand strategy 'Forever Young Boys' across all channels by 2027.
- First applications of the new brand identity have already been launched.
- Kasper Kobel previously contributed to Young Boys campaigns in 2010 and later.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
SwissHoldings gets new brand identity from Studio Thom Pfister
SwissHoldings, a Swiss business association, unveiled a new visual identity and website, designed and developed by Bern-based agency Studio Thom Pfister. The core of the redesign is a new wordmark combining the initials 'S' and 'H', with the reduced 'H' subtly referencing the Swiss cross to evoke a connection to Switzerland through typography rather than illustration. The entire design system, including modular layouts, is derived from the geometry of the mark. New imagery featuring transparent glass objects symbolizes themes such as law, dialogue, growth, networking, and responsibility, complemented by photographs from business, politics, and society. The new website features a clear information architecture and a members-only area.
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.
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