Uster Technologies⏐Purpose development and 150th anniversary

Following the launch of the 360Q product range, Live Lab worked with Uster Technologies for over a year and a half to develop a purpose statement that resonates within the organization and is consistently embedded in the refined brand strategy. Created through strategic consulting, interactive workshops, and international focus groups, the purpose was launched internally and externally across all channels on the company's 150th anniversary.

To introduce the purpose, Live Lab focused on the most crucial stakeholders: Uster employees. Live Lab collected and produced authentic testimonials from employees worldwide, which were turned into a poster campaign and motion assets that would later serve in external communications. The purpose became a central theme of the anniversary festivities, where we conceptualized the global hybrid employee event. The event’s storytelling reflected Uster’s unwavering commitment to purpose, emphasizing how this guiding principle had always been embedded in the company’s DNA, even before it was formally articulated. The celebration seamlessly blended impactful content and interactive community moments to bring the purpose to life, leaving a lasting impression.

The anniversary also marked the first time Uster’s purpose statement was shared with external audiences, with the purpose-driven image film as its emotional centerpiece. Additionally, Live Lab’s conceptual work extended to the integration of purpose themes for the new brand exhibition curated and implemented by Andreas Messerli AG. The comprehensive approach demonstrates Uster’s commitment to empowering its community, driving innovation and establishing a solid foundation for 150 more years of leadership in the textile industry.