See-Spital Rebranding
Modern branding enables successful repositioning
The See-Spital in Horgen, Switzerland operates around the clock for its community and stands as one of the region’s largest employers. The successful rebranding credibly conveys the company’s vision: a future-proof hospital that consistently aligns its medical services with the regional population’s needs. From a state-of-the-art website to print communications and an image film, the hospital has developed a self-confident, high-quality corporate identity that successfully shifts the regional hospital’s image in the desired direction.
PERFORMANCE
- Brand Consulting
- Brand Workshops
- Senior Project Management
- Process Management
- Transition Management
- Website Concept
- Visual Communication
- Visual Production
- Print Communication
Goals achieved
Understanding the potential of the own brand
Through the strategic branding process and multiple brand workshops, the entire management team recognised the tremendous potential of their own brand.
Sharpened, identity-orientated presence
With its sharpened, identity-oriented appearance, the company manages brand perception through clear, simplified messages.
Consistent, modern communication
The corporate design, developed based on the strategic brand identity, enables consistent and modern implementation across all communication channels.
INITIAL POSITION SEE-SPITAL REBRANDING
Diffuse brand positioning and loss of reputation
The company failed to establish a clear, relevant brand positioning, resulting in an increasingly diffuse brand image. The See-Spital brand couldn’t be associated with any distinct values, emotions, or value proposition—neither internally nor by the external public. The population, employees, and partners simply didn’t understand what central promise the brand fundamentally represented. Furthermore, conflicts with general practitioners occasionally played out in public. Consequently, the organization suffered a noticeable, uncontrolled loss of reputation.
The healthcare industry faced increasingly challenging and complex conditions: mounting cost pressures, advancing medical technology, intricate regulatory frameworks, and more informed patients. These factors made it evident that the company needed to invest in a strategic brand process and modernize its communication channels to rebuild brand trust and secure future patient flow. The rebranding aimed to establish a credible brand positioning that would present See-Spital as a forward-thinking, interconnected regional hospital on the left side of Lake Zurich.
An overview of the most important challenges at the start of a project:
- Outdated, unstructured website and overrepresentation of print documents
- Tarnished internal and external reputation
- Different internal views among management regarding the future direction of the brand
- Lack of internal understanding of the brand’s identity and differentiation drivers
SOLUTION APPROACH SEE-SPITAL RE-BRANDING
A well-founded strategic brand process that involves the entire management team
The strategic brand process engaged the entire management team. Initially, we developed an internal view of the company and brand, synthesizing various perspectives. We then captured external brand perceptions through in-depth personal interviews with stakeholders while thoroughly analyzing the market environment. A moderated brand workshop with the management team facilitated constructive discussion on key brand strategy topics including core values, positioning, vision, core competences, unique value propositions, and brand claim options. We translated the brand analysis results into various positioning scenarios, presenting them to management through visual keynote presentations for decision-making. The process concluded by highlighting and successfully unifying the management’s different, sometimes conflicting viewpoints regarding future brand positioning.
Parallel to the brand process, we analyzed all communication channels and conceptually realigned them through direct collaboration with the communication department. We focused on developing a modern website that brings the new brand positioning to life while providing clear user guidance. Additionally, we evaluated all existing print materials for content relevance and integrated them into a new, comprehensive, and significantly simplified print media concept.
The most important stages of the strategic rebranding at a glance:
- Well-founded strategic brand process: strategic market analysis, context and benchmark analysis, and moderated brand workshops with management
- Development of relevant, brand-strategic positioning scenarios, including high-quality visualizations
- Visual keynote presentations for moderated, solid decision-making within the management team
- Conceptual reorganization of all company-relevant communication channels (brand strategy, website, print communication)
THE RESULT
Clear brand positioning and modernisation of the entire corporate identity
The brand positioning developed with management was translated into a modern corporate design as a strategic foundation. The logo, typeface, visual language, colors, and layout principles form a visually distinctive overall brand that gives credible expression to the desired positioning. All communication elements – from the website and business stationery to the new print magazine – were implemented according to the new strategic brand guidelines. Meaningful positioning components such as the positioning statement and brand values now serve consistently as orientation points across all communication channels. The high-quality visual language builds trust in the hospital’s services while conveying warmth and approachability. This project provides the See-Spital brand with an identity-oriented appearance that deliberately shapes brand perception.
The key results of the strategic rebranding for See-Spital at a glance:
- Credible brand positioning that conveys a convincing brand identity through simple, relevant messages and a strong branding concept
- Modern corporate design serving as the foundation for consistent implementation across all communication channels
- Differentiated, high-quality visual language that builds trust and creates emotional connection
- Intuitive, clearly structured website that effectively communicates the new brand positioning
- Strategic management of brand perception among both internal and external stakeholders
SEE-SPITAL
Close to the customer. High quality. 100% reliable. With Patrick Andersen, we have found the right partner for long-term cooperation.
SEE-SPITAL
Patrick Andersen demonstrates a profound comprehension of branding and marketing strategies, convincing audiences with his expertise.
