UPK Basel: Branding for both local audience and global science community

UPK Basel Illustrationen

The University Psychiatric Clinics of Basel (UPK) are launching their thoroughly modernized appearance. Together with Scholtysik & Partner, UPK Basel sharpened their identity as well as their values. Based on these findings, we developed a contemporary design and refreshed the communication of UPK Basel.

Whether it’s a change in social perception, a scientific progress or digital transformation: the healthcare market is changing. With their sharpened brand identity and new design, UPK Basel reaffirm their position as one of the leading psychiatric institutions in Switzerland. Scholtysik & Partner support UPK Basel in the strategic development of their brand identity, brand architecture, brand identity and communication as part of a multi-year mandate.

UPK Basel promise University excellence for everyone’s benefit

Thanks to its close ties to the University of Basel, UPK use the latest medical knowledge to treat and care for patients. Consequentially, university excellence for everyone’s benefit is the core promise of UPK Basel. The brand elements developed by Scholtysik & Partner and the newly designed communication tools create a link between sound scientific expertise and easy access for everyone. The refreshed brand image is built around hand-drawn illustrations. The reduced, hand-drawn line has high recognition and at the same time reduces the distance in perception of psychiatric illnesses – a major objective of UPK Basel.

Annual reporting and financial statements.
Annual reporting and financial statements.

Communication is becoming more open, more digital, more accessible.

The UPK Basel communications, previously very much sender-centered, will be realigned. UPK contents will therefore consistently address the needs and questions of patients, their relatives and referring doctors. New brochures and flyers summarize medical conditions in a clear and understandable way and point out the appropriate treatment options. The development and structure of the new website (implementation by internezzo AG) also mainly focus on easy access to psychiatric care.

New website
New website

Multi-year cooperation as result of public tender

Jan Kirchhofer, Head of Marketing and Communications: “We benefit from the well-founded approach and the broad expertise of Scholtysik & Partner. The quality of concepts, design and execution makes our communication better.” Scholtysik & Partner were awarded the UPK Basel account after a public invitation of tenders. In a two-stage process over 20 agencies had participated. The cooperation is long-term and has been fixed with a four-year contract.