Freicom: Forel Clinic with a new look
The Forel Klinik has had a new brand identity since summer 2016. At the same time, the organizational form was changed from an association to a non-profit corporation. Freicom took care of the re-branding and created a new information campaign.
What are the characteristics of the Forel Klinik and how would it like to be perceived? This question was addressed at the end of 2015 by a core team from the Forel Klinik together with Freicom and with the agency Zündschnur, which was involved in this analysis phase. This laid the foundation for the new image of Switzerland's leading clinic in the treatment of alcohol and drug addiction.
Competence and modernity
The color scheme and the modern, straightforward typeface support the clinic's central attributes of seriousness, commitment and individuality. And the unobtrusive, calm layout the competence of the recognized specialist clinic. The imagery, shot by photographer Nico Schaerer, conveys the balance between closeness and distance that is so important in this field of work. The images convey a certain reserve, which is important for trust and discretion. The new image was implemented in all corporate printed matter, on all digital channels and in an information campaign. This was launched this summer on public transport in several cantons and can also be seen in doctors' waiting rooms.
Information campaign
What is the best way to address people with a dependency disorder associated with risky or harmful use of alcohol or medication? When are they ready for an offer that could help them overcome their problems? freicom has developed a campaign with respect and humor for the Forel Klinik that uses surprisingly interpreted everyday images to encounter people humorously, yet respectfully and at eye level. And it does this everywhere in everyday life - while shopping, on the bus, at work, at home, etc. The campaign is designed to be low-threshold, to destigmatize and to motivate those affected to take the first step out of their addiction. The focus is therefore on the offer of an initial conversation.
Responsible at Freicom: Karin Fagetti (overall project responsibility), Patrizia Fani (creation), Nina Boschetti (polygraphy), Iris Meyer (consulting). Responsible at Forel Clinic: Paola Giuliani (CEO Forel Klinik) and Patrick Jola (Communications Officer Forel Klinik). Photographer: Nico Schaerer, Zurich.
