Observed Signal · May 20, 2026 · Rebranding · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
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.
A localized agency rebrand and organizational alignment within an agency network; limited direct impact on the broader AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Yellow will operate under the name Strichpunkt Identity starting 2026-05-20.
- Yellow (founded 2018) becomes the Swiss branch of German branding agency Strichpunkt while remaining a legally independent entity.
- Both Yellow and Strichpunkt are members of the MYTY Group network; Yellow joined MYTY in 2023, Strichpunkt in 2021.
- Reto Meyer, founder of Yellow, becomes Managing Director of Strichpunkt Identity; Strichpunkt employs around 180 people across Germany.
- A coexistence agreement was signed with an unrelated Winterthur-based Strichpunkt GmbH that shares the same name.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Thjnk Zürich launches Brand Design Unit
Thjnk Zürich has expanded its service offering with an independent three-person Brand Design Unit, announced on 1 July 2026 as part of the agency's tenth anniversary at the Zurich location. The unit is led by Sven Ritterhoff, who previously served as Executive Creative Director and Associate Partner leading brand design at Mutabor and has worked on clients including Clariant, VW, Audi, Mini, DFL, Bahlsen, Yello, EnBW and WDR. Team members Julian Steiner (Brand Design Director Digital) and Louis Ziemke (Senior Brand Designer) also join from the Loved agency. The new unit has already collaborated with the Swiss Post on the company's current brand update and will consolidate competencies in brand identity, visual systems, campaign design and digital brand management.
Strichpunkt retains Baden-Wuerttemberg branding account
Stuttgart-based agency Strichpunkt Identity has successfully defended its branding mandate for the state of Baden-Wuerttemberg. The Myty subsidiary continues as lead agency for the corporate design account of the federal state. The contract was awarded in April, but Strichpunkt only announced the retention now. The agency had won the account in 2023 and had since overhauled the state's corporate design. However, for the programming aspect, a different communication agency is now responsible. This development underscores the ongoing relationship between the state's ministry and the agency, emphasizing continuity in the state's branding efforts.
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