Kantonsspital Winterthur: new brand identity for the anniversary
To mark its 150th anniversary, the Winterthur Cantonal Hospital is revamping its brand identity. The Zurich-based studio Johannes Inauen developed a people-centered design system that creatively combines medical expertise with a human touch.
Kantonsspital Winterthur brand identity: human-centeredness as the design basis
The Cantonal Hospital Winterthur is renewing its brand identity for its 150th anniversary. The new Kantonsspital Winterthur brand identity was developed by Zurich-based Studio Johannes Inauen; the strategic basis was created in close collaboration with Alex Herrmann from HRMN and the responsible KSW team. The focus is on the clear promise to act in a people-centered manner - an attitude that shapes the positioning and visual expression in equal measure and is intended to create orientation for patients, employees and the entire Winterthur region.
For Johannes Inauen, Creative Director of the studio, the consistent translation of this attitude into a design system was central: «Human-centeredness is not an abstract guiding principle for a new coat of paint, but the basis of every design decision.»
Real moments between life and the clinic
According to the press release, the decisive factor was the question of how this attitude could be implemented creatively. This gave rise to the idea of relating real moments of life to the focused everyday life at KSW. This approach is not a contrast, but a fluid spectrum that combines human empathy and medical expertise. In this way, the complexity of the hospital becomes visible and its human-centered approach can be experienced in an authentic way.
The design principles derived from this are to shape KSW's future communication. According to the company, they are reflected in all design elements - from the targeted choice of colors to the imagery. Warm, emotional tones stand for humanity and closeness, while cool colors such as blue are intended to symbolize precision and medical expertise.
Strategy: Living people-centeredness in everyday life
The strategic basis was developed together with Alex Herrmann from HRMN and describes how people-centeredness is lived in everyday life - in treatment, in cooperation with referring physicians and partners and in the internal culture. Herrmann puts it in a nutshell: «Today, people expect more than just medical expertise. They want a hospital that treats them as equals and shows empathy.»
Digital space in the new Winterthur Cantonal Hospital brand presence
The KSW's web refresh is also based on these principles and consistently transfers the new visual system into the digital space, according to the press release. The renewed brand identity gives KSW a visual system that provides orientation and at the same time leaves room for development. It translates the content into a clear language and thus strengthens recognition in an increasingly complex environment.
More about the studio and its work: https://www.johannesinauen.ch
Responsible Branding & Identity: Studio Johannes Inauen Strategy: HRMN, Alex Herrmann Responsible at KSW: Marc Bertschinger (Head of Marketing and Communications), Benjamin Hager (Head of Marketing Management), Simone Sievers-Denk (Senior Brand Manager), Kerstin Oehmichen (Head of Digital Marketing), Joseph Sopko (Head of Communications), Melanie Frei (Senior Communications Specialist)
