Let's talk to people
Abraxas needed more than a rebrand. They needed to position themselves in a competitive market and build an employer brand to match.
My role was to bring their core positioning into the brand — through reduction, through focus and through clear direction. The goal was to show potential employees that working for Abraxas means stepping into a digital world, and that with their help, they can shape a forward-looking Switzerland together.
A potential new employee should feel that digital is part of Abraxas's DNA. The employer brand needed to feel inviting and optimistic — future-oriented. Aspirational. Human. It needed to speak to people with a hands-on approach and align closely to their values: curious, optimistic, driven and solution-oriented.
This is their brand story:
Together for a better digital Switzerland — more than a motto. It is their mission, and one they pursue every day. Abraxas wants to fundamentally improve digital Switzerland by 2035: more security, proximity to citizens and efficiency. More benefits for everyone. Together with their customers and partners, they are driving these changes from the front. Because at a time when the way we live, work and interact is changing fundamentally, one thing sits at the centre of it all — collaboration at every level.
Technical Foundation
The foundation was already there — the lowercase 'a' from the Abraxas logo. The opportunity was in what we brought to it: movement and people.
The motion language was deliberately forward-facing. Expanding, open, dynamic — designed to invite potential employees into something bigger than a job. A vision for a new digital Switzerland, and a place for them within it.
These refinements, rooted firmly in the existing brand, were built to live where it matters most — on their employee page and across job postings. Small in scope. Significant in impact.
