"Tertianum - This is where I want to live"

For over 30 years, Tertianum has been dedicated to the topics of living, housing and care in old age and has constantly expanded its range of services. Thanks to the integration of various brands into the previous Group portfolio (e.g. SENIOcare and Perlavita), Tertianum is now a successful market and opinion leader with 71 locations. It makes a decisive contribution to improving the quality of life of older people and manages residential and care centers as well as residences throughout Switzerland. The increasing overlaps in the brand portfolio, the resulting weakening possibility for differentiation, and the complexity in brand management were the starting point for the revision of the same.

Self-determination and quality of life

In order to combine forces in brand management in the face of increasingly intense competition and to counter this with a strong and trustworthy brand, the entire range of services - from the mid-range to the upper price segment - is now being combined under the Tertianum brand. The brand already has the greatest brand strength in the portfolio (e.g. awareness, trust) and is regarded as the epitome of high quality of service and quality of life. This promise of quality is now also being delivered in the mid-price segment with attractive offerings. The new positioning was developed in various workshops and working groups. The challenge was to adequately address the guests and employees of both the residential and care centers and the residences. In addition, the positioning had to get to the heart of the changing living needs of older people. "Our new brand essence is both a claim and an incentive," says Marianne Häuptli, Head of New Openings & Marketing and member of the Executive Board at Tertianum. "With this, we express what our guests expect today and tomorrow: self-determination and quality of life. And we clearly state what we stand for: We offer the right home to every guest with their personal history and individual needs." To convey this attitude to life in communication as well, Jung von Matt/brand identity has developed an independent and authentic brand identity.

Flexible corporate design

Instead of staging cliché worlds, humanity, individuality and well-being are at the center of the new brand identity. Tertianum offers the appropriate "roof" for this, which is symbolically taken up in the new logo. The flexible design of the corporate design makes it possible to communicate all classes of services and topics and to convey the identity through various channels and contact points. All media and contact points were designed and implemented accordingly.