For the female recruitment campaign «Change the Game» for the Office for Military and Civil Protection of the Canton of Zurich, JEFF developed a distinctive visual identity that speaks to young women aged 17 to 24 with relevance, energy and, above all, free from stereotypical gender imagery.

To achieve this, the new visual identity deliberately moved away from the canton’s corporate design and instead connected with the target audience through research into their values, interests and forms of communication.

The result is a visual system that stands out without feeling arbitrary: bold typography, strong contrasts, fresh colours, digital proximity and a modular structure that can be applied flexibly across all touchpoints. The design builds on storytelling, clear entry points and an imagery that creates closeness. From the website to flyers and event materials through to presentations and emails, the visual identity was applied consistently. In particular, the mobile-first approach, the striking use of headlines and the interplay of imagery, colour fields and graphic elements create a clear and distinctive visual language that stands out, is recognisable and makes the topic of women in the military more accessible.