Challenge
While working within the brand team, I noticed a recurring issue: younger employees often lacked a strong emotional connection to the Swisscom brand. As a result, they were less likely to follow corporate design guidelines and did not carry the same brand awareness as more experienced colleagues.
Insight
The first days at a company shape how employees perceive the brand. For apprentices — many of them teenagers — it’s not only about starting a career but also about forming a first professional identity. I saw an opportunity to bridge this gap early on by making the brand tangible, personal, and relevant to their daily lives.
Solution
I created a Welcome Box to build brand loyalty from day one. It contained high-quality branded products that were both practical and aesthetic, designed to seamlessly integrate into the everyday lives of young people while subtly strengthening their connection to the Swisscom identity. The design balanced strict brand governance requirements with a youthful, understated aesthetic, making the brand feel professional yet approachable.
Outcome
The Welcome Box concept was recognized as the Best Graduation Project in the Canton of Bern, receiving a final grade of 5.9. Beyond the award, it offered Swisscom a scalable and meaningful way to engage apprentices and ensure stronger brand adherence from the very start of their journey.
