NIDECKER BRAND REFRESH

Gradually evolving a 40-year narrative into alignment across product, identity and messaging under a unified long-term platform.

CONTEXT

During a period of rapid international growth, Nidecker’s visual identity and messaging had become fragmented across product, catalogues, campaigns and digital platforms.

Multiple taglines and shifting visual treatments diluted the clarity of the brand. A unified, long-term narrative framework was needed.

PROBLEM

How do you evolve a 40-year heritage brand without losing credibility?

How do you create cohesion across product graphics, communication and seasonal campaigns while maintaining commercial momentum?

STRATEGY

Rather than a single dramatic rebrand, we pursued a gradual, system-led evolution.

We clarified the brand’s core qualities — quality and innovation — rooted in its 40-year heritage. A new tagline, “Different by Design,” was introduced as a long-term positioning platform, anchoring communication in product innovation and Swiss engineering heritage.

Typography, colour systems and tone of voice were unified across catalogue, website, campaigns and retail environments.

The objective was not visual novelty, but consistency and recognisability over time.

EXECUTION

I led the alignment of product storytelling, visual language and messaging across departments: creative, marketing, sales and product.

Seasonal campaigns were brought under a consistent tonal framework.

Internal creative processes were clarified to reduce overlap and maintain coherence as the team scaled.

Incorporated feedback from international distributors and partners following B2B presentations.

OUTCOME

I led the alignment of product storytelling, visual language and messaging across departments: creative, marketing, sales and product.

Seasonal campaigns were brought under a consistent tonal framework.

Internal creative processes were clarified to reduce overlap and maintain coherence as the team scaled.

Incorporated feedback from international distributors and partners following B2B presentations.