The correlation of status and weight
Push ?n? Pull has found a meaningful visual world for the Inselspital's annual report.
What pockets carry is fascinating and interesting. This also applies to the contents of pockets on doctors' professional coats.
In the current annual report of Inselspital Bern, this fact was implemented in the imagery. The Push 'n' Pull agency derived the actual image idea from a study published in the British Medical Journal by three ward doctors at Edinburgh University Hospital. It was about the "correlation between the weight of doctors' coats and the status of their wearers". They found that the higher the rank of the doctor, the less diagnostic equipment they carried and that the hodgepodge of utensils with which the pockets were filled made the gowns weigh up to 3.5 kilograms.
"We limited ourselves to taking anonymous breast pockets of spontaneously portrayed doctors and nursing staff," explains Jürg Zysset, CD at the Agency for Integrated Communication in Bern. Which pockets belong to which employees is revealed at the end of the annual report with a small series of portraits. Anyone who wants to can thus see that the results of the study also apply to the staff of the University Hospital.
"With this imagery, we are deliberately trying to set ourselves apart from the boring and arbitrary hospital images that we often find in the corresponding brochures and annual reports and to give the Inselspital an independent and unmistakable corporate imagery," says Nadine Fontana, AD at Push 'n' Pull. The image concept "the other portrait" will be continued over the next two years, with the specific image idea changing every year.
Andreas Panzeri
In the current annual report of Inselspital Bern, this fact was implemented in the imagery. The Push 'n' Pull agency derived the actual image idea from a study published in the British Medical Journal by three ward doctors at Edinburgh University Hospital. It was about the "correlation between the weight of doctors' coats and the status of their wearers". They found that the higher the rank of the doctor, the less diagnostic equipment they carried and that the hodgepodge of utensils with which the pockets were filled made the gowns weigh up to 3.5 kilograms.
"We limited ourselves to taking anonymous breast pockets of spontaneously portrayed doctors and nursing staff," explains Jürg Zysset, CD at the Agency for Integrated Communication in Bern. Which pockets belong to which employees is revealed at the end of the annual report with a small series of portraits. Anyone who wants to can thus see that the results of the study also apply to the staff of the University Hospital.
"With this imagery, we are deliberately trying to set ourselves apart from the boring and arbitrary hospital images that we often find in the corresponding brochures and annual reports and to give the Inselspital an independent and unmistakable corporate imagery," says Nadine Fontana, AD at Push 'n' Pull. The image concept "the other portrait" will be continued over the next two years, with the specific image idea changing every year.
Andreas Panzeri
Head doctor or nurse? The bag can give it away.
