Challenge

Technology is transforming how people discover, engage and consume news. Since its launch in 1999 as a free daily commuter paper, 20 Minuten has grown into one of Switzerland’s most widely read and iconic news brands.

But as media habits evolved, the brand faced a critical challenge: regaining cultural relevance among young readers. For this audience, traditional outlets were regarded as credible news sources and social platforms dominated entertainment, leaving 20 Minuten caught in the middle. To secure long-term growth and relevance, the brand needed to redefine its role in a digitally led world.

Solution

20 Minuten partnered with Prophet to develop a transformation plan that resulted in a refreshed visual identity, new app and website. The relaunch marked the media company’s bold shift into a fully digital era, replacing its print edition.

The core challenge was to blend substance with entertainment. Gen Z values both high-quality journalism and engaging, relatable content, yet no media platform in Switzerland had successfully delivered both. Traditional outlets offered depth but often felt inaccessible or dry. Social media delivered fun and inspiration but was increasingly compromised by filter bubbles and misinformation.

Prophet set out to bridge this gap by delivering an integrated foundation that seamlessly combined news and entertainment. We called it “Your perfect content mix,” bringing together strategy and creative to define how the brand should think, speak and look: 

• A clear audience focus and strategic foundation – identifying distinct target groups and defining purpose, promise and principles that united editorial, product and marketing around one vision.
• A revitalized brand voice – developing a refreshed tone of voice that provides cultural relevance and personality.
• A modern identity system – creating a new visual identity including logo, color palette, typography and design templates.
• Creative direction and implementation support – ensuring the new identity translated seamlessly into product UX, campaign expression and guidelines.