Republica: With skin and hair for SC Bern
To kick off the season, longtime SCB agency Republica launches a profound new look for the ice hockey club that focuses on the many facets of the emotionally charged brand.
Rarely, if ever, has SC Bern turned so many screws in the course of a season. Republica was able to influence this communicative change process on many levels: From the brand and its values to the new home dress and the SCB identity in the stadium catacombs to the pre-game show and the current campaign to present the SCB OOH and online in full authenticity.
Once SCB, always SCB
For a good fourteen years now, the slogan has been "The SCB gets under your skin - 24/7". This perpetual approach was reactivated, reinterpreted and expanded in the truest sense as part of the brand sharpening. The result is the new brand claim "Always & Forever". Those who once belong to the SCB community should be well entertained, enthusiastic and rewarded with as many successes as possible for the rest of their lives.
Winged and winged word pairs
The new claim is introduced with a campaign that also uses familiar word pairs such as "hat & hair", "harrow & edge" or "head & shoulders" - with the message that the SCB is, does and brings more than just that.
Together with the images of Bernese photographer Rob Lewis, the campaign visualizes the entire SCB cosmos, from players to staff members to fans. They are snapshots in reportage style, without incidental vegetables, without frippery and based on the club values of honesty, authenticity, dynamism and will. The entire wealth of subjects is currently present online and on public transport in Bern, as well as in the form of posters and advertisements.
Comprehensive interventions
In addition to these classic tasks, Republica was involved in the content development of the new SCB app with the integration of ticketing and subscription management as well as numerous other features. Republica also redesigned the pre-game show; including a film clip with numerous SCB fans and players as well as the new soundtrack to the film. Together with photographer Terence du Fresne, Republica also designed autograph cards to match the campaign.
Recently, the SCB plays at home in red. This change was decided together with the new SCB CEO Raeto Raffainer and with COO Rolf Bachmann. Republica is responsible for the design of the home kit as well as the away and alternate kit. Finally, the agency also trimmed the players' area in the PostFinance Arena completely to SCB and dipped it in the club colors black, yellow and red.
