Strong brands also have an impact in politics. This was impressively seen last weekend in the national elections: With a clear and understandable brand, the center won more than the two predecessor parties, CVP and BDP, probably would have done individually. This is also confirmed by leading Swiss media and experts. With 14.1%, the center ranks 4th in the Swiss party landscape.

"We are pleased that we were able to make a real difference with the naming and the new appearance by making the core of the party tangible and tangible," says Michaela Burger, Chief Creative Officer and Branding Co-Lead. "At WIRZ, we're happy to share our experience from this and similar projects and help move your brand forward."

The new brand and name "Die Mitte" also received attention in the aftermath of the elections. A major Swiss daily newspaper wrote that Die Mitte was benefiting "from its new outfit." Political scientist Adrian Vatter elaborated, "The new brand with the name change has undoubtedly helped the former CVP shed its dusty image and become attractive to young and urban voters."

About the background

In 2021, Die Mitte launched the new name and logo with the orange bracket expressing the promise of sticking together. WIRZ developed several name and design proposals at the time and designed various advertising materials and printed matter as well as the homepage of Die Mitte Schweiz after the decision was made. The new name and branding were the subject of much public discussion, as it meant that two long-established parties (the CVP was already represented in the Federal Council in 1891!) disappeared from the political scene.

More about the work back then can be found here