Brand relaunch

Merger of Helvetia and Baloise

When two companies merge, the marketing team faces the task of creating a shared identity from two brands. Two established brand identities must be merged into a unified visual identity – often involving different systems, existing marketing materials and sales partners, each with their own established processes. At the same time, it is essential to ensure that the new brand identity is visible everywhere by the deadline – from head office right down to the local branch.

The merger of Helvetia and Baloise demonstrates how this can be achieved. Baloise and Helvetia now operate jointly on the market under the Helvetia brand. The sign at the head office in Bad Homburg – previously Baloise’s headquarters – indicates the brand change. For around 700 exclusive agents, the merger meant new promotional materials and new business stationery, available to order from 1 July 2026 via the socoto marketing portal, which was new to the sales partners of the former Helvetia.

More than just a rebranding

We had previously supported a rebranding for this client. In 2022, Basler became Baloise; at that time, the name and corporate identity (CI) changed, and we worked with the marketing team to update all promotional materials on the portal. This time, the situation was different: two companies were merging, each with its own exclusive sales organisation and its own marketing portal.

Four tasks by the deadline

The project involved four tasks: aligning the corporate identity on schedule, integrating the new sales unit, training the sales partners and getting them on board with the shared system.

• Corporate identity alignment. By 1 July, head office had switched the entire range of marketing materials over to Helvetia. From this deadline onwards, all agencies found only material in the new design within the portal. Over 100 new assets were created for the unified brand presence.
• Integration. The socoto marketing portal was selected. This meant that agencies previously working with Helvetia had to switch to a new system.
• Training. We trained the sales partners so that they could navigate the new marketing portal with ease.
• Adoption. From 1 July, every agency was then able to order free starter packs featuring the new logo via the marketing portal. The interior package, for example, includes promotional materials such as an illuminated sign, a canvas print, a wall clock and a doormat. Or the event package, featuring a beach flag, a roll-up banner and a counter.

Helvetia Marketing’s aim was to use these starter packs to actively encourage the use of the new portal and bring the new Helvetia brand to life at a local level. The reports from the marketing management system show Helvetia Marketing which agency is using which promotional materials and which packages are particularly in demand.

Are you planning a merger or a rebrand? Then let’s discuss how our marketing portal can support you with this.