From Bürgerspital Basel to BSB

Bürgerspital Basel, the leading social enterprise in the region, switches its brand name to BSB. This comes as part of new and contemporary visual identity with dedicated subbrands for BSB’s distinguished houses as well as manufacturing and service businesses. Scholtysik supported BSB through brand strategy development, naming, visual design, UX research, prototyping and implementation.

A rich and versatile brand portfolio

The residences and care centers will promote themselves under their own names with a BSB endorsement. Thus, they keep their individual character and guarantee the BSB quality at the same time. The 20 specialized companies adapt to their respective market segments with descriptive subbrands such as “BSB Schreinerei” (carpenter) or completely independent brands, e.g. in catering and retail businesses. A selectively used co-branding with Bürgergemeinde Basel as the widely respected owner of BSB further helps to build trust.

Accessible for and tailored to a wide range of audiences

The new design is fresh and generous, language is uncomplicated and straight-forward. This conveys the versatility and can-do attitude of BSB. It also meets the requirements of business strategy, brand strategy, accessibility and marketing targets at the same time. During the whole process our strategy consultants, naming experts and designers worked closely with the management and various specialists of BSB. Our UX consultants did intensive user research and directly talked with the various audiences – from the oldest seniors, disabled people, and their relatives to procurement managers of corporate clients and case managers of public agencies such as IV, judicial authorities, welfare and social security.

Beat Ammann, Director of BSB, explains: “Our new logo and design demonstrate our transformation to a modern service company that develops in tune with people’s needs and builds on its wealth of experience and long-proven strengths.”

Catherine Hof, Head of Communications at BSB: “The rebranding is a huge step forward for our entire organisation. The strategic and creative expertise of Scholtysik finally got us there.”