UPZ's New Brand Identity: Guidance Through a Challenging Transformation Process

As of July 1, 2026, the University Psychiatric Services Bern (UPD) and the Münsingen Psychiatric Center (PZM) have joined forces to form the University Psychiatric Center Bern (UPZ). The merger created the largest university-affiliated mental health institution in the canton of Bern. The new UPZ brand identity was developed by the Bern-based agency diff., which also created the central website for the merged organization.

The central challenge was to bring together two established organizations with different histories, cultures, and strengths under a single brand. The goal was to create a brand identity that provides clarity, instills trust, and positions the new organization as a scientific leader while remaining approachable and human. The merger objectives and the vision of psychiatry at the heart of society served as the strategic foundation.

Clean design language, timeless visual identity

The new brand identity combines academic excellence, regional roots, and a connection to the community. This has resulted in a corporate design featuring a clear, understated visual language, a timeless visual identity, and communication focused on clarity. The brand identity, developed in collaboration with diff., is to be rolled out gradually across all relevant touchpoints.

The tight timeline was particularly challenging: there were only five months between the development of the new brand and the launch of the new website. At the same time, numerous organizational and content-related decisions were still being made as part of the ongoing transformation process that will follow the merger.

Website as a Reliable Information Platform for UPZ's New Brand Identity

The UPZ’s new website was developed in parallel with the branding initiative. It serves as a central information platform for patients, family members, referring physicians, healthcare professionals, applicants, and the general public. The information architecture was completely redesigned and consolidates the services of both former organizations into a single structure.

The technical solution takes into account the requirements of an ongoing transformation process in which content and offerings are being gradually consolidated. The new website must therefore not only showcase the new identity but also serve as a reliable information platform throughout the transformation.

According to the press release, a merger of this magnitude is not primarily about a new logo or a new website. What matters most is that people quickly understand who the new organization is, what services it offers, and where they can find reliable information.

Catherine Arber, Head of Communications at UPZ, says: «With diff., we had a hands-on, creative, and reliable partner by our side who understood both the strategic importance of the new brand identity and the requirements for a reliable information platform during the transformation. We were on a tight schedule—but diff. never lost its cool and never strayed from the path to our goal.»

The new brand identity lays the foundation for the further development of the UPZ brand and creates a common framework for communication regarding patient care, research, teaching, and employer branding. It highlights what the University Psychiatric Center Bern stands for: scientifically sound care, a human touch, and psychiatry that is deeply rooted in society.

For more information about the new brand identity, visit https://www.diff.ch

Person in charge at the University Psychiatric Center Bern (UPZ): Catherine Arber, Head of Communications. Branding, Corporate Design, and Website: Diff. Communication

The engineering and planning industry offers a wide range of career and educational paths—but it is precisely this diversity that is often difficult to grasp. That is why the agencies kornflex and diff. developed a campaign for suisse.ing that provides guidance while also appealing to people’s emotions.

The event kicked off with an analog first phase: a playful card set titled «House of Engineering.» The cards can be stacked inside one another and function like a «House of Cards»—in the truest sense, you can use them to build your own world. At the same time, they convey the versatility of the industry: from skills and specific job roles to social relevance and future prospects.

Under the slogan «Build Your Future,» the complexity of the industry is presented in a playful, accessible way. Building on this initial approach, the campaign was systematically expanded in a second phase and extended into the digital space.

Gaming Logic Meets the Real World of Work

At the heart of it all is the guiding principle «Build Your World for Real.» It applies the logic of video games to the real world of work—and brings to light what many young people are familiar with from their everyday lives: designing, developing, and creating.

The brand ambassador Daniel Kello serves as the unifying element. In a setting visually inspired by gaming worlds, he speaks directly to the camera and bridges the gap between digital gaming and real-world careers. The combination of a real person and virtual aesthetics ensures high visibility and brand recognition.

The campaign is specifically aimed at young people who are deciding on a career or a field of study. It is rolled out via social media, digital ads, and public transportation advertising, and is complemented by a landing page on the suisse.ing website. This creates a seamless, multimedia experience across all relevant touchpoints.

Low-threshold access to a complex professional field

The chosen gaming approach provides an accessible entry point into a complex professional field. Instead of abstract job descriptions, the campaign highlights concrete career opportunities.

The response confirms the effectiveness of this approach: The campaign generated numerous clicks and reactions and is helping to position the industry as attractive and accessible. On TikTok alone, the videos generated over 2 million views and over 10,000 clicks to the landing page.

Person in charge at suisse.ing: Client. Person in charge at diff. x kornflex: Concept & Implementation. Brand Face: Daniel Kello.