Brand strategy, new name and visual identity for Switzerland’s largest rehabilitation clinic group
The largest Swiss rehabilitation clinic group now bears the name “Valens.” Scholtysik developed the brand positioning, portfolio strategy, name and visual identity for the clinic group formed through the merger of Kliniken Valens and Zürcher Rehazentren.
In August 2023, Kliniken Valens and Zürcher Rehazentren decided to join forces. The merger creates the largest provider of medical rehabilitation in Switzerland, with twelve inpatient and outpatient clinics and over 2,200 employees. Scholtysik is responsible for the transformation, developing the brand strategy, brand portfolio and naming based on a thorough market and stakeholder analysis.
“Valens” secures the brand’s established value
The new clinic group positions itself as a leading full-service provider of medical rehabilitation with a strong focus on research, education and innovation. The new name “Valens” preserves the brand’s existing equity while creating a semantic link to the group’s progressive, science-based approach to rehabilitation – from the Latin valere, meaning “strength” and “health.” Its brevity makes the brand concise, easy to read, and pronounceable in all national languages.
Strong umbrella brand with high recognition
The clinic group’s clear umbrella brand strategy will see ten clinics operating under the “Valens” brand in future, while their individual strengths remain visible. Two clinics will retain their independent brand identity but will be clearly connected to the umbrella brand through targeted endorsement.
“Thanks to Scholtysik’s experience in transformation processes and their careful, step-by-step approach, our rebranding has been a complete success. We’re thrilled.”
Dr Till Hornung, CEO of Valens
Grounded, warm, dynamic – the new brand identity
Scholtysik was commissioned to develop the new brand strategy for the merged clinic group around eighteen months ago following a multi-stage evaluation process. In addition to brand strategy and naming, the agency also defined the foundations of the new brand identity, including the wordmark and visual mark for Valens. The overall brand experience makes the Valens positioning tangible: a clear, precise visual language conveys professionalism and expertise, while the vibrant colours and dynamic gradients express the warmth and energy that characterise Switzerland’s largest rehabilitation clinic group.