Transformation done the right way
RUAG successfully managed the transition from Swiss federal arms supplier to an international technology provider.


In 1999, RUAG merged a group of federal defense providers with a view to becoming an international player in the aerospace and defense technology industry. The brand had to reinvent itself, rethink its purpose and formulate a credible story in order to achieve this ambitious goal.


After teaming up with RUAG in 2011, we helped the group to bundle its strengths and competencies and to offer these under the umbrella of a strong brand. Translating the company’s renewed purpose into a straightforward story and differentiating visual identity, we lend continued support through strategic and operational branding challenges.


In 2014, RUAG generated 63% of CHF 1.8 billion outside the Swiss domestic market. The brand continues to appreciate its clear and future-oriented story and its well-orchestrated brand experiences across all divisions.

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+41 44 277 57 11
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