In this keynote, Christian Haas re-examines visual communication with a systemic approach centered on brand identity, the bedrock of cultural and commercial storytelling. Through editorial precision and research-embedded methodology, Haas shapes narratives for diverse clients—including On, SwissAir, and various cultural institutions and artists—carrying the legacy of Swiss communication design into the contemporary era. His philosophy reframes graphic design, shifting from surface aesthetics to enduring visual systems that navigate media fragmentation with profound impact.

Credit: ©Raffinerie