My work
The rebranding of jobs.ch & jobup.ch
Zürich, Switzerland
Context
JobCloud AG is Switzerland’s leading digital job marketplace, operating trusted consumer brands including jobs.ch and jobup.ch across German-speaking Switzerland and Romandie.
Both brands are market leaders, widely recognised and deeply embedded in the Swiss labour market. At the same time, they operate in a category facing increasing competition, rising user expectations, and shorter attention spans.
The project brief was a rebrand. The true challenge was aligning narrative, teams, and markets at scale.
The challenge
The rebrand needed to give fresh energy to two highly trusted brands without eroding credibility. Regional identities had to remain intact while introducing a clearer, more contemporary tonal direction.
It was critical to reassure clients that platform functionality was unchanged, and internally, to give teams confidence that tools, systems, and processes remained stable.
This work had to land clearly across six offices, five countries, and multiple languages, for internal audiences, clients, and external stakeholders.
The jobs.ch and jobup.ch websites until January 2026.
Strategic communication leadership
The success of this rebrand depended on more than aesthetics alone. The challenge was orchestrating clarity, alignment, and adoption at scale.
I oversaw the full spectrum of communication, working closely with internal design and UX teams as well as external agencies, including Strichpunkt and Neu, to translate their outputs into usable messaging, plan and sequence timelines, and ensure that launch events, collateral, and internal programs reflected the refreshed brand consistently.
Every decision was made with the mission of making the new identity understood, trusted, and experienced across all teams and markets.
jobs.ch and jobup.ch are two distinct brands with one, shared direction.
Bringing the brand to life
Internal engagement was central to the project. A hybrid kick-off event for 450 colleagues across five countries created a shared sense of purpose and excitement, while carefully scripted C-suite communication ensured alignment and confidence from the top down.
The brand video became a key vehicle for narrative. I developed the majority of the script and recorded the English voiceover in a professional studio, with French and German versions voiced by professional actors. This allowed the story of the new brand to be told consistently, professionally, and in the company’s voice.
To make the brand tangible, I designed a full range of launch assets: invitations, 15 pieces of wearable merchandise (below), and signature smoothies inspired by the brand colours. These items reinforced the brand experience, encouraged adoption, and made abstract identity concrete for colleagues.
To embed the new identity throughout the organisation, I established a Brand Ambassador network, developing training and materials to support adoption across teams. Messaging and assets were also prepared for Sales and Customer Service, ensuring that all touchpoints aligned with the refreshed narrative.
Brand video English version scripted and voiced by Nick Praulins; French and German versions produced by Neu.
Examples of the Lifepath element, designed by Strichpunkt agency.
The Lifepath - a unique storytelling element that captures the movement and momentum of the career journey. Designed by Strickpunkt agency.
The new wordmarks - Strichpunkt agency
A screen grab of the refreshed jobup.ch website.
The Lifepath was added strategically to the Slack profiles of our Brand Ambassadors.
Follow your path. My interpretation of the Lifepath on wearable merchandise.
Scale and complexity
This project encompassed:
Two national B2C brands, each with unique regional identities
Five countries and six offices
Multilingual communication (German, French, English)
Hundreds of stakeholders, including C-suite, leadership, sales, and customer service
Tight timelines and high visibility across the organisation and external markets
The coordination of creative, strategic, and operational elements across this scale demonstrated how communication can function as a strategic lever for organisational alignment and brand evolution.
Outcome
The rebrand launched successfully on 1 February 2026, with messaging that was clear, consistent, and embraced across internal, B2B, and B2C channels. Teams were confident, clients reassured, and the refreshed brands introduced without disruption to trust or operations.
The project shows how strategic communication can translate complex design and brand decisions into real-world adoption and understanding, ensuring that a refreshed identity is fully experienced by all stakeholders.
Get in touch
About to rebrand? Let’s make sure your message is clear, compelling, and resonates with every audience.