«Unwritten»: Around 7'000 people write the first chapter of Helvetia Baloise
A merger is not a single moment. It is a process. On 5 January 2026, Helvetia Baloise made this transition visible: around 7'000 employees from Switzerland and the international Group environment came together in Basel for the first time as one company – one month after the legal merger to form Helvetia Baloise Holding AG.
The event deliberately marked the shift away from a formal merger towards a lived organisation. The focus was not on structure, but on the question of how two strong companies can develop a shared sense of identity – with orientation, clarity and participation at its core.
A new chapter – not explained, but experienced
Under the guiding theme «Unwritten – we are writing a new chapter», the merger was not framed retrospectively, but opened towards the future. The dramaturgical structure followed a clear strategic logic: from the blank page, through shared values, to a collective commitment. Employees were part of the experience from the very beginning. Their voices, perspectives and contributions formed the substantive core of the events. Culture and values were not communicated in theory, but made tangible – as a process that creates identification and provides direction.
«The collaboration with standing ovation truly impressed us: despite significant time pressure, a joint process resulted in a production that exceeded our expectations. Their professionalism, creativity and flexibility made the difference and were instrumental in marking this milestone in the young history of our company.»
Ambition meets culture
Rather than focusing on figures and structures, the spotlight was on key guiding questions: What remains? What changes? What grows together? What are our ambitions? And how does each individual contribute to writing the new chapter? The concept approached the merger as an unwritten chapter – a deliberately open page: a framework for thinking and experience that creates space for dialogue, ownership and collective shaping. Customer voices, employee perspectives and clear leadership impulses formed the dramaturgical backbone.
Co-creation meets a 14-week sprint
The dialogue platform «Unwritten» was conceived and delivered by standing ovation, the agency for brand experiences. Through an intensive co-creative process involving the Management Board, Executive Management, Communications and the Event Team, a format was developed within just 14 weeks that consistently brings purpose, culture and experience together.
From formal merger to lived identity
A pared-back visual identity, a clearly guided journey and carefully curated interactions created closeness and clarity – without pathos, without oversimplification. The transition from two brands to a shared identity was not staged as a rupture, but as a continuous evolution.
«Despite the scale of the event and the large number of participants, it was important to us to make the sense of closeness between people tangible – a culture that has shaped us in the past and will remain our strength in the future. This was achieved very successfully.»
With «Unwritten», the first visible chapter of the new Helvetia Baloise was created – not as a finished story, but as a shared point of departure. The events demonstrated how transformation truly gains impact when strategy, culture and employer branding work in concert. 5 January 2026 therefore became more than an employee event: it marked the moment when a merger turned into a shared we – carried by 7'000 people.
