Digital wallet naming for Switzerland's e-ID

Name development for Swiss digitization

Switzerland introduces an electronic identity (e-ID). As an elementary part of the digital trust infrastructure, e-ID offers a way to prove one's identity online and, on the other hand, makes it easier to issue electronic documents.

In order to differentiate and position the wallet app, which serves as the essential “collection point” of the e-ID, we start the naming process.

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In an in-depth kick-off with managers from the Swiss Federal Institute for Informatics and Telecommunications (Bundesamt für Informatik und Telekommunikation) and the branding agency mutoco, we determine the naming focus and future verbal positioning.

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One country, one brand name: “identity” meets “unity”

What does the new name have to offer? One: a fit with the brand values of the E-ID and the Swiss Confederation. Two: a multilingual approach for easy comprehension actoss all Swiss regions. After in-depth testing and the formulation of an appropriate brand narrative, the winner is SWIYU. A name that literally stands for “your Swiss identity”, offers easy access and international speakability.

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Switzerland stands for reliable innovation. The e-ID stands for electronic progress. SWIYU stands for both — and takes the target groups into the digital future.