Context

The SCION Association is a non-profit organisation driving the transformation of the Internet infrastructure, enabling reliable and secure exchange of information across global networks to create a safe, connected world.

Challenge

Following years of development at the ETH Zurich under the expertise of Prof. Adrian Perrig, the principal challenge confronting the SCION Association is the intricate task of globalizing a highly sophisticated technology primarily recognized within academic and tech circles. The association needs to transcend the traditional boundaries of technological communication, making a complex concept accessible and appealing to a broader audience,crafting a positioning and message that resonates emotionally with diverse global stakeholders, emphasizing SCION's role in enhancing not just internet architecture, but the very way we connect and interact in a digital world.

Approach

Due to its highly technical and complex nature, as well as a mix of different perceptions among users, developers, and executives, alignment across the different departments was needed. To master the task at hand in the best possible manner, in-depth surveys and workshops were conducted. These efforts aimed to decipher the complex perceptions and define a unified identity, anchored in core values, purpose and expressed in the brand’s claim.

Project

Positioning

Industry

Internet Infrastructure and Networking

Partner

Country

Switzerland

Implementation

Since 2023, ongoing

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

A comprehensive brand concept anchors a distinct and on pont brand positioning, newly defined values, and a compelling brand claim. The vibrant visual identity includes primary and secondary logos, PowerPoint templates, stationery, a brand video etc., helping to effectively communicate SCION’s capability to provide secure and reliable communication. The SCION Association now has a consistent and resilient brand identity that is ready for global activation. This transformation was prominently showcased during the official launch on SCION Day at the ETH in Zurich, marking the introduction of the new brand to the SCION ecosystem.

«As a trailblazing force in transforming Internet infrastructure, the SCION Association aspires to connect its technology with a visionary future. With a commitment to clarity and trust, our collaboration with Brand Affairs was seamless and profound. From the project's inception to its full realization, working with Brand Affairs was instrumental in our transformative brand journey.»

Katarina Garic

Communications & Marketing Manager, Scion Association, SCION