HICO Group ·
Zurich, Switzerland
Repositioning a Swiss AI consultancy of 100+ advisors.
HICO Group is a Swiss consultancy for data, analytics and AI, founded in 2011, with 100+ employees from 12 nations. I helped HICO reposition around one idea, unified intelligence, and build a new story its team across DACH and South Africa could rally behind.
Client
Bastian Lossen
Managing Partner
Sector
Data, Analytics & AI Consulting
Services
The challenge
HICO had an ever-growing mix of services, proprietary products and technology partnerships, across strategy, data & cloud, planning, analytics and AI. It needed one story that holds it all together, for enterprise data leaders and for its own team.
HICO’s About page names what its clients are up against: “In the age of AI, fear of change slows progress, makes alignment impossible and risks losing a competitive edge. To break free, data leaders need trust, unity, and a clear path forward.”
What we did
I ran a positioning workshop with HICO: category, ideal customer profile, decision-making unit, key use cases, competitive landscape, capabilities and value proposition. It defined HICO as the Intelligence Powerhouse for Data & AI, for data leaders in large enterprises in the DACH region.
From there I helped shape the story of unified intelligence, which HICO now tells on its About page: “From the core of your organisation to its outermost edge, we help shape unified intelligence: a world where everyone on your team drives progress through data-driven decisions and actions.”
I turned it into messaging and copy for the new website, and into a subtle brand evolution together with a design agency in Cape Town.
The story of unified intelligence, from HICO’s own words on its About page.
The results
One story across HICO’s website: its About page opens with “Shaping the future of data with unified Intelligence”, and its strategy page picks it up as “Strategy starts the road to unified intelligence”.
The brand evolved without losing what HICO’s clients recognise: the logo and its blue and orange were refined, not replaced.
The logo, refined, not replaced, and HICO’s global presence, redrawn from the world map on its own About page.
Collaborating with Joost on our brand positioning was a game-changer. His expertise in strategic messaging has elevated our brand to new heights”
Bastian Lossen
Managing Partner
