About TRIB3S.
TRIB3S works from an unusual foundation: we described the Digital Society as a generative system and, from it, developed the soul Framework as an applicable model for organisations. It makes the dynamics of organisations legible as interconnected systems and creates a basis for strategy, organisational development and digital transformation. This is how we enable organisations to navigate a constantly changing world with confidence and act effectively within it.
Our focus
For over 15 years we have been guiding leaders, companies and non-profit organisations on their journey into the digital future. In doing so we combine strategic thinking with many years of implementation experience and deep technical understanding.
From the first social media campaign, through the innovative tech startup contentfry, to the soul infrastructure for AI agents: what has guided us along this path was never the latest trend, but a question — how does the Digital Society work, and what does that mean for organisations?
She is driven by the design space that the new opens up — using it to develop products and models that genuinely move us forward as a society.
Sarah Nünlist
In the logic of complex systems Marc finds the foundation for intelligent strategy. His goal is to give organizations a coherent core for a networked world.
Marc Leuzinger
We are TRIB3S. We translate theoretical depth into operational strategy and equip organisations to act in a future with AI.
With passion, Güvener translates complex requirements into architecture and code. He builds the technological foundation that makes AI intuitive and actionable for people.
Güvener Gökce
Our work has grown through long-term partnerships with organisations that actively shape their digital future. These collaborations with industry leaders form the practical ground on which the soul Framework and our offering have evolved over the years.
Our Story
Every phase of our story has prepared the next. As one of the first social media agencies, we experienced early on how digital communication changes the rules. With the framework, we made this understanding usable for organisations. Today we carry that development forward with soulOS® into the age of artificial intelligence, making organisational context operationally usable for people and AI agents.
Founding SMLY
Founded as one of Switzerland's first social media agencies, SMLY accompanies companies on their first social media activities. The focus is on Facebook campaigns, fan gates and competitions — the mechanisms of an industry that is just emerging.
Holidays Without Internet
The centrepiece of the campaign for Switzerland Tourism is a Facebook app that humorously integrates users into an interactive chat with mountain farmers Sebi and Paul. The campaign quickly goes viral — partly because Facebook temporarily blocks the app — and attracts international attention. The campaign, realised in collaboration with Leo Burnett, wins several international awards. For SMLY it marks the beginning of the long-standing partnership with Switzerland Tourism.
SOS Albula
With 'SOS Albula', Swiss Post launches its first interactive online campaign. A short film kicks off a transmedia mystery story: users follow clues on the web and eventually receive a real letter from the Post with further instructions. The combination of online storytelling and physical mail makes 'SOS Albula' an early example of branded entertainment in Swiss digital marketing — and SMLY becomes the Post's social media agency.
The Era of Social Media Campaigns
Through numerous social media campaigns for national and international brands, we develop a deep understanding of how the new digital public sphere works: dialogue, community building, and UGC are at the forefront during this period.
Swiss Post & PostAuto
SMLY accompanies Swiss Post and PostAuto as social media agency over several years in building an active digital community — from first Facebook activations to national image campaigns. Among the highlights of this period are 'The Biggest Fan' and the 'Face Stamp'.
Switzerland Tourism
As the long-standing social media agency for Switzerland Tourism, SMLY realises numerous campaigns and content marketing projects. These include #InLoveWithSwitzerland with a dedicated Discovery Content Hub, #SwissSelfie and the content marketing implementation of the Grand Tour of Switzerland with Sebi & Paul.
Founding Contentfry as a Spin-off
What starts as a technical solution for integrating tweets for Switzerland Tourism evolves with #InLoveWithSwitzerland into a complex system and eventually into its own product: Contentfry is founded as a spin-off from SMLY — the first step towards a proprietary SaaS platform for social walls. Today, Contentfry is internationally recognised as one of the leading providers in this space.
New Focus on Storytelling & Content Marketing
SMLY evolves from time-limited campaigns towards strategic storytelling and transmedia content marketing. We develop the concept of Atomized Storytelling — with a strong core of brand story and brand personality plus an agile workflow for content creation. The foundation for the later framework is laid.
SWISS International Air Lines
As the official social media agency for SWISS, SMLY realises campaigns over several years that tell stories, activate people and build communities. These include formats like '#FollowMyDay' with employees at the centre, '#ReadyForTakeOff' and #WeAreSwiss as campaigns for sports sponsorship events, plus the influencer campaign '#TakeMeBack'. Formats like #LXmas become permanent fixtures of brand communication.
#LXmas
In December 2017, the SWISS flight LXmas takes off from Zurich to Finland for the first time. On board: the winners of a community campaign. Their mission: to prove that Santa Claus really exists. The campaign touches people far beyond the community and is carried with great dedication by the airline's employees. Over the years, #LXmas becomes a beloved tradition and a permanent fixture of the Christmas season at SWISS.
Miele Switzerland
SMLY develops the social media strategy for Miele and accompanies the brand's entry into social media. With #LoveToShare, the focus shifts from classic product communication to the societal shift around ownership and sharing. Over several years, a cross-platform storytelling ecosystem emerges with a content hub and collaborative workflows.
Coop Karma
For Coop's Karma brand, SMLY develops a year-round social media storytelling format that consistently focuses on inspiration and community integration. With challenges, live formats and integrated UGC, #StepOut motivates the community to step out of their comfort zone. Across various channels and a central content hub, a dynamic story emerges that sustainably strengthens engagement and brand loyalty.
Emergur: The Framework 1.0
With 'Emergur', the first version of the framework emerges — as a response to the growing challenges many clients face in a dynamic digital reality: integration, continuous topic setting and the ability to analyse and incorporate developments in the environment on an ongoing basis. The framework provides a methodical foundation for integrated, flexible and context-driven digital communication.
Innovation Project & Pilot at Swiss Post
Digital transformation in a large enterprise: Swiss Post implements the framework for the first time in pilot projects with SMLY's guidance. Interdisciplinary teams develop storylines for key business areas — the content hub developed for this purpose receives the Post's 'early' label for particularly innovative projects. The pilot projects serve as a testing ground for new processes, workflows and collaborative working methods, forming the basis for rolling out the integrated storytelling approach across the entire organization.
Organizational Development & In-House Agency
With the framework as a foundation, SMLY continues to evolve towards strategy and organizational development. We guide organizations in building new processes, workflows and cross-functional collaboration — supported by training modules and strategic as well as creative tools. The goal: enabling organizations to build their own in-house agency.
Swiss Post
Swiss Post anchors the framework as the foundation for transforming its marketing and communications organization. A shared brand story is developed in close collaboration. Processes, workflows and cross-departmental cooperation are realigned — accompanied by a comprehensive training programme for over 300 employees. This creates the foundation for a connected, agile communications organization based on the in-house agency principle.
The Salvation Army
SMLY guides the Salvation Army in the step-by-step development of an in-house agency for marketing and communications. The focus is on coaching teams during live campaigns and developing an overarching brand story. Workshops cover strategic topic setting, storytelling planning and collaborative campaign conception — with the goal of integrated, impactful communications.
Unfolding hope · Christmas campaign
Building on the brand story developed together, SMLY creates the idea and concept for the 2024 Christmas campaign. At the heart of "Unfolding hope" stands an origami dove and a call to the Salvation Army's community and the wider public to set a visible sign of solidarity with their own origami dove — offline and online. The campaign becomes an evergreen and runs for a third time in 2026.
DAO Suisse · Founding Member
SMLY is a founding member of DAO Suisse, an association promoting Decentralized Autonomous Organizations in Switzerland. DAOs operate through digital rules and smart contracts — decentralised, collectively governed, without traditional hierarchies. Through participation in initiatives, working groups and research, we actively contribute to knowledge building and explore which new organizational forms are emerging in the digital society.
SMLY becomes TRIB3S
The development from social media agency to a company for strategic consulting and organisational development finds expression in a new name. TRIB3S represents our understanding of the Digital Society. It increasingly organises itself into tribes: dynamic networks of people who develop a shared identity through common values, topics and horizons of meaning.
Die Mitte
TRIB3S accompanies the political party «Die Mitte» in a strategic process focusing on the shifting realities of the digital society. This results in concrete actionable recommendations across all levels of the framework, aiming to position the party to be future-proof, relevant, and impactful.
Theory of the Digital Society
We develop a theory of the Digital Society. It connects Niklas Luhmann's systems theory with Stephen Wolfram's generative systems and understands society as a network of communicative events in which complex order emerges from simple rules. Starting from media history, the model explains how new attractors, micro-moralities and polarisation arise in the digital space, how existing functional systems come under pressure, and how new organisational forms become possible.
soulOS: The Framework in the AI Era
The proven soul Framework takes the leap into the AI era. soulOS translates the framework's knowledge, processes, and tools into a technological application. Operating as an intelligence layer, it provides the vital context not just for humans, but also for AI, enabling them to act coherently and make the right decisions in a complex environment.