Wirz Brand Relations has given the new USZ a face

The timing of the launch of the new brand identity was chosen deliberately. It is intended to convey the hospital's departure into a new era, which is characterized by a realignment of the strategy and the start of the overall renewal in the university district. The rebranding can now be incorporated into the new buildings from the outset, which enables a cost-efficient implementation.

Versatile and visible use

The new look is characterized by the combination of clear, focused elements such as the reduced and striking USZ logo with organic shapes that give the brand design an independent character. "At the core of the creative concept for us was the idea of merging the components of humanity and medical excellence into a harmonious whole," explains Michaela Burger, Creative Director at Wirz Brand Relations.

In addition to the design basics, the agency is responsible, among other things, for the signaling in the entrance and exterior areas, as well as the design of the web presence, moving image formats, digital templates and various publications. 

Communicate accessibility

Parallel to the new brand design, the agency developed and implemented the new brand campaign. In line with the USZ strategy, the campaign focuses on people and what moves them. Real and concrete stories are used to convey what the USZ does every day to improve patients' quality of life. "This requires our understanding and empathy for people and their needs, and ultimately, of course, authentically designed implementation. The collaboration has thus resulted in an intensive and productive exchange between all parties involved," says Florian Rajki, Head of Marketing.

The USZ wants to remain a leading and at the same time accessible hospital in the future. The new brand identity is also intended to support and convey this. 

Various core media and measures are already in use. Further implementations will be staggered over the next few months, taking into account the usual replacements.