Due to dropping viewing figures of the well known and traditionell anchored swiss beauty contest MISS SCHWEIZ, SF1 decided to delete this format from there programm in 2011.

The goal was to create a new, more up-to-date brand design. At the same time, the aim was to boost the desire for the brand and thus strengthen its presence in the media to make the contest more emotionally attractive for the target group and event partners.

The resulting design drastically departs from the traditional staging of Miss contests. It lives on a maximum reduction and focuses on beauty and glamour to produce an avant-garde projection area. On top of this, three-dimensional objects like a stage can be derived from the flourish to give the brand spatial depth.

The new brand design generated intense media interest. The organisation found new channels to collaborat with -Pro7/SAT1 Swiss, Rouge TV, Tele Ticino und Tele Top. In total 2.700.000 people watched the new MISS SCHWEIZ format on TV.