Scholtysik & Partner turns the Bürgerspital Basel into the BSB
Das Bürgerspital Basel nennt sich fortan BSB und lanciert einen neuen, zeitgemässen Auftritt mit dezidierten Submarken für ihre Häuser und ihre Dienstleistungs- und Produktionsbetriebe. Scholtysik & Partner unterstützt das BSB in Markenstrategie, Naming, Design und Umsetzung.
BSB Director Beat Ammann with the new BSB logo.
Bürgerspital Basel is no longer a hospital, but a social enterprise for the care of the elderly and the integration of people with disabilities. In these business areas, the term "hospital" is a noticeable competitive disadvantage. The legal company name remains "Bürgerspital Basel", but takes a back seat in communication.
Differentiated brand portfolio
In future, the residential homes and care centers will operate under their traditional names with a BSB endorsement. In this way, the specific character of each individual home will be preserved, enhanced with the BSB quality guarantee and assigned to the umbrella brand. The 20 or so specialized BSB establishments will focus more strongly on their respective markets. They now operate under sub-brands such as "BSB Schreinerei" or, where necessary, with completely independent brands, for example in the catering or retail sectors. The situational co-branding with the Bürgergemeinde Basel as the owner is also intended to build trust.
Barrier-free and target group-oriented
The fresh, generous design and an uncomplicated, direct approach are intended to convey the BSB's self-image as an agile and hands-on service provider. It meets the requirements of corporate strategy, brand strategy, accessibility and target group-oriented communication in equal measure. To achieve this, strategists and designers from Scholtysik & Partner worked closely with specialists from various areas of the BSB. The agency's UX specialists interviewed the very different target groups in detail - from the very elderly, disabled people and relatives to corporate customers and specialists from the IV, judicial and social authorities.
Beat Ammann, Director of the BSB, emphasizes: "The new logo and the visual design elements represent our declared intention to transform into a modern service provider that is constantly changing in line with people's concerns while remaining true to its historically evolved strengths."
