Brand development: boldly building on the tried and tested

The Zurich Rehab Centers actively live change and take into account the changing needs of society. With the further development of the corporate design, they want to further strengthen their brand and differentiate themselves visually and communicatively from their competitors. Evoq's brief was to retain the figurative mark as such and to develop new design elements for greater design freedom. Furthermore, the claim "Creating new opportunities," which Evoq developed for the anniversary communication, was to become an integral part of the Zürcher RehaZentren brand.

In view of the objectives and targets, Evoq prepared a communicative and content analysis of the five most important competitors as a basis for further development and presented this with a corresponding recommendation for action, as well as several design routes. After the decision was made, new red and blue tones were defined that make the overall brand presence appear friendlier, more concise, and not least bolder. The independent design element sets a recognizable signal and at the same time helps to locate texts and contents. It allows a playful use and is the basis of the form language for illustrations and icons. For higher-quality communication media, the design route can also be refined with copper-colored tones and valuable materials such as wood. All specifications of the new corporate design are recorded in a design manual and serve as a guide for all users.

Responsible at the Zurich Rehab Centers: Jeannine Studer, Marketing Manager Zürcher RehaZentren. Responsible at Evoq: Adrian Schaffner (concept, consulting), Dominique Haussener (concept, consulting), Valerie Schwere (project management), Amanda Fuchs (design).