Uster Purpose Launch
A Purpose for the Next 150 Years
Over the course of a year and a half, Live Lab worked with Uster Technologies to develop a purpose statement that is deeply embedded within the organization and shapes its evolved brand strategy. Developed through strategic consulting, international focus groups, and interactive workshops, the purpose was launched across all channels – both internally and externally – to mark the company’s 150th anniversary.
The focus was on Uster’s employees. Testimonials from around the world were collected, produced, and translated into internal campaigns, motion assets, and the central corporate video. This created an authentic narrative that demonstrated how deeply the purpose was already embedded in the corporate culture even before it was formally articulated.
The hybrid global employee event made the new purpose tangible for the first time as a shared experience. Storytelling, community moments, and interactive formats connected the company’s past, present, and future, creating an emotional framework for the external launch of the new brand universe.
In the Bla Bla Lab, Jonathan Schwarz speaks with Joachim Maier, Uster Technologies’ long-time head of marketing, about brand leadership at the intersection of history, transformation, and the future.
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