How Dufour publishes two sourced posts a day on Swiss money, tech and AI

Dufour is client work: a media for people who work in Swiss finance and tech, from bankers and founders to engineers and policymakers. We make every post, from finding the story to the last slide.

When it started in October 2026, the research behind it found nobody covering Swiss tech, finance and AI together in short video or carousels, and no Swiss tech or AI news brand on Instagram or TikTok. That gap became the brief: the Swiss angle on every money, tech and AI decision, with the number and the source on the card.

A name and a mark that say “exact”

The name comes from the Dufour map, the Dufourspitze and General Dufour: precise, seen from above, neutral. The mark is a heavy “D” with a red full stop, set beside DUFOUR in spaced capitals. Ink black, a signal red and a lake blue do the rest.

Nothing on a post names a company behind it, and nothing sells: the account stands on its own name.

Four reads a day

The work starts long before a post goes out. Four times a day, at 05:30, 11:30, 17:30 and 23:30, a newsroom routine reads 266 sources in English, German, French and Italian: Swiss press, regulators, the Swiss National Bank, parliament, federal press releases, European and American institutions, tech and fintech trade press, labs and company newsrooms, and what foreign outlets write about Switzerland.

Stories are grouped and scored on plain questions. Is it on topic? Is it Swiss? Is it news, or promotion? Can it be checked? How much does it matter, and how curious is it? The strongest five go to a final choice, and the day's topic is locked at 05:30.

Five series people come back for

A company story told as company news rarely travels. So every post belongs to a named series:

• Yes or no? A Swiss decision, put as a question.
• What it costs you (« Ce que ça vous coûte »): the money behind a headline, in francs and centimes.
• Vote day: what a vote decides, with its date.
• The number nobody says: the figure the coverage left out.
• AI, here (« L'IA, ici »): artificial intelligence made or used in Switzerland.

Since late October the feed leads with AI and tech; politics comes in only when it is about money or technology.

French first, written the Swiss way

English did not read as a local media, so Dufour speaks the French of Suisse romande first, with Swiss German to follow. That means the words people use here: septante and nonante, centimes, the Conseil des États.

Anatomy of a carousel

Most days the post is a carousel of 1080 × 1350 slides. The cover follows a fixed recipe:

• a frame of the news itself, credited, never a stock picture;
• a small round inset with the subject's own logo;
• one sentence in capitals, with the key words in red;
• the D. DUFOUR signature.

Each slide after that carries one fact and its source. The last slide hands over to the reader with a question.

The rules behind every slide are short: attributed facts only, each side in its own words, no forecasts, no superlatives, nothing about ourselves. Photos come from public-domain sources and carry a credit line, news frames are credited, and there are no AI-made pictures of people.

When a story needs to move: the reel

Some stories are about money you can almost touch. For those, Dufour makes a reel with real Swiss objects: coins rebuilt from photographs of real francs and centimes, a brass balance, the split-flap board of a Swiss station. Numbers and charts stay flat and easy to read, every action has a real recorded sound, and a narrator with a Vaud accent reads at a calm pace.

The reel at the top of this page asks whether the minimum price paid for power from small solar installations could disappear. Two coins show the 6-centime minimum, a stack of coins shows what 1,000 kWh earned with it, a balance shows a committee of the Conseil des États split six to six, and the station board flips to the dates. It ends by asking viewers where they stand.

A reel takes far longer to make than a carousel, so reels come at most once a week. Carousels carry the daily rhythm.

Same post, same time, every platform

Each post goes out on Instagram and TikTok on the same day at the same time, and never two posts within the same hour on one platform.

What a brand can take from a daily media

1. Pick an angle narrow enough to own.
2. Name your series, so people know what they will get.
3. Put the number and the source where the reader looks.
4. Keep the daily format fast; save motion for the stories that need it.

See more Dufour posts in our work.