Dachcom creates new umbrella brand for the KSA Group

How do you position a hospital group that provides a comprehensive range of modern medical services at five locations in the canton of Aargau and still wants to be perceived as a single entity? A strategic, creative and communicative task that Dachcom Winterthur was able to take on as lead agency.

With several brand workshops, the agency guided those responsible at KSA step by step through the strategic and conceptual repositioning. The result is a mature, flexible and uniform group image that behaves like a chameleon, responding individually to its environment and different target groups - with the "best of all worlds". The new brand also takes into account the strengths of the five locations - Aarau Cantonal Hospital, Zofingen Hospital and KSA at Aarau train station and in Lenzburg as well as the practice center at Aarau train station and Lenzburg - and appears "loud" or "quiet" depending on the situation.

A brand portal for the umbrella brand

Once the umbrella brand was born, its extensive new world was brought together in a digital brand portal. The result is a flexible and dynamic handbook in digital form for all users: Brand film, color palette, visual language, logos or language guide.

The brand system developed takes into account the handling of the umbrella brand and also works for all co-brands and sub-brands of the KSA Group. The portal is tailored to customer needs and can be flexibly expanded and extended by KSA. This coordinated and coherent umbrella brand system gives the KSA Group a more uniform appearance. It also makes everyday use clearer, more efficient and, not least, more resource-friendly.

Clear the stage for the new brand

To make the new brand stand out, the focus was deliberately placed on the KSA Group's owned media channels. From food packaging and new workwear to screens, print products, posters and flags: The hospital environment gradually came together to form a new overall image. Visually, the focus is on people - just as it is in everyday hospital life.

Next milestone: The new website

The project has been running for two years and will come to a climax and conclusion with the upcoming redesign of the website in 2024. The new world of the KSA Group will be brought together on hundreds of (sub)pages, taking into account all the new brand elements, and the extensive range of products and services will be presented. The completely new website to be developed therefore not only requires a user-friendly introduction with a sophisticated navigation concept, but must also focus on the user experience during the visit.

Responsible at the KSA Group: Julien Buro (Head of Marketing and Communication). Responsible agency: Dachcom Team Winterthur.