For this new branding campaign, Hymn, in collaboration with the Lausanne-based studio Messieurs.ch, developed a concept that revolves around the various life stages people go through; personal moments and memories that touch us all, regardless of age: a first kiss, the birth of a child, a first apartment, the things that tie generations together. These highly emotional and life-changing moments are captured in a series of inclusive and locally based videos, filmed in Lausanne. Through simple, sincere, and heartfelt dialogue, this concept ripples throughout the video and culminates in the new Retraites Populaires slogan: “Here, for life.” More than a slogan, it’s a promise.
To carry this new energy throughout the company’s communications, we developed a new graphic line inspired by concepts that are native to SMS and social media. The graphic design is dynamic, living on digital platforms with animated elements. A variety of styles are featured, including verbal “tags,” text bubbles and icons. The brand’s modernization also included transitioning to new font, LL Brown, from the Swiss Type Foundry Lineto. Lastly, to spice up the brand’s initial but rather lacklustre grey and green, a multi-coloured palette was introduced.
