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Next Generation Consultancy Prophet Supports Creation of New Brand

Today the new brand name for mobile service provider Orange Switzerland - ‘Salt‘ - will go live in over 80 branches of Orange Switzerland, as well as online. With the rebrand the service provider demonstrates a modern brand identity and positioning, which clearly differentiates it from the competition. The creation of the positioning was supported by next generation consultancy Prophet. It is no coincidence that the name ‘Salt‘ is kept short: ‘Salt’ represents a provider who supports the customer in his increasingly mobile daily activities, exactly when he needs it.‘

Simon Myers, Partner at Prophet says: “To this end the company doesn’t need too many words. In the digital era success is not measured by promises, but whether the customer can quickly and efficiently achieve his goals. Therefore the idea is: less is more.”

The focus on the customers‘ needs was of paramount importance during the development of the new brand identity. The process concentrated on the needs and expectations of an increasingly mobile society. Expectations of service providers are high – customers expect uncomplicated, digital answers and solutions. A further facet to the re-positioning was to make room for the specifically Swiss brand.

“Ongoing we want to offer our customers more innovations and services,” says Sabine Kuszli, Director of Brand and Marketing Communications at Salt. “The consultants at Prophet have supported us with a modern, future-focused brand identity.”

The new logo and the chosen font clearly differentiate Salt from other corporate design within the industry. It underlines the differentiated brand identity, is very flexible and, through animation, is given a dynamic component. For all of the national languages in Switzerland a direct, uncomplicated and simultaneously striking tone was developed.

The new identity is being simultaneously applied to all customer touchpoints: through customer communications, the new website, advertising, customer experience, smartphone apps for Salt customers, as well the new design of the stores.