The story about pausing for a moment to think about later
Together, we make your pension possible
In healthcare and social services, everything revolves around caring for others. But who takes care of the people who show up for someone else every single day?
PFZW has been doing that for more than fifty years. Not only by providing a solid pension, but also by paying attention to the person behind the work. Because a pension isn’t about money it’s about life, about the freedom to keep doing what matters later on. And yet, that’s not something most people think about every day. That’s why PFZW helps its members do exactly that: pause and think about later.
Together with the PFZW board, we explored the world of their protagonist, the healthcare professional, in our narrative elements session. Who is she? What drives her? What does she run into? Using the True Story Canvas, we turned those insights into a sharp positioning and wrote PFZW’s new organizational story. A story that isn’t about returns or regulations, but about trust, humanity, and shared responsibility. PFZW was positioned as the enabler: the organization that helps members, at important moments in their lives, to look ahead with a listening ear, clear insight, and tailored advice.
The new PFZW story came to life in a brand film in which a healthcare worker literally pauses for a moment to reflect on their future, their dreams, and what “later” means to them. In addition, we developed the maxims (the guiding principles within the organization) and updated the visual identity and tone of voice: warmer, more human, and closer to the world of the members. We created a new visual language and photography for the PFZW image library: real, engaged, and close.
