Healthcare brand transformation for 70+ clinics

Creating identity from the heart.

VITREA | Brand Creation

During a complex healthcare carve-out, VAMED Care needed a unified brand strategy, brand identity, and communication system to align 70+ clinics across Germany, Austria, and Switzerland. KISKA built VITREA, a clearer, stronger healthcare brand, to give leadership a foundation for long-term growth.

SERVICES

Research
Brand Strategy
Brand Communication
Performance Marketing

Over 3,000 voices shaped the brand.

Research was a practical business tool, making use of workshops, clinic visits, interviews, and surveys.

Stronger than yesterday.

A simple brand promise gave leaders, teams, and patients one shared direction. Progress, one day at a time.

A new foundation for care.

By combining research, strategy, naming, and brand communication, we helped create a new standard for healthcare identity.

We all know someone dependent on the medical sector.

And we all know it isn’t easy. Healthcare is human, emotional, and deeply personal. So this could not be a surface-level rebrand. It had to be a brand transformation rooted in real care, real insight, and a clearer reason to believe.

This story began with VAMED.

Their VAMED Care division ran more than 70 rehabilitation facilities across Switzerland, Austria, and Germany. Each location had its own local character, but the business lacked one shared story, one strategic identity, and one recognisable brand leaders could build on.

A turning point.

When the VAMED clinics was sold, they quickly needed a new identity for this new company. What looked like a loss quickly became an opportunity. For the first time, they could define their own strategy, culture, and identity. It wasn’t a project where a new logo is simply painted over the old. It was a full-scale business transformation.

An immediate question to ask.

What connects neurology, orthopaedics, cardiology, oncology, and more under one brand? How do you make a service business with no physical product feel distinctive, memorable, and easy to recommend?

The only way to find out was to ask. So, we did.

KISKA led one of the most inclusive brand research processes in our history. We visited clinics and rehabilitation centres across Germany, Austria and Switzerland. More than 60 individual interviews. Over 100 hours spent listening to what gets people out of bed in the morning. And when we couldn’t sit down in person, we asked for feedback in other ways – 3,000 voices responded through surveys.

We always recommend getting on eye-level with your users. SEE HOW IT CAN IMPACT YOUR BRAND.

…And we found the heart of the brand.

From this enormous wealth of stories came something simple and true. No matter who you are, what you’re recovering from, everyone shares one goal – to be stronger than yesterday. That became the brand promise. It became the soul of VITREA.

From that soul, we discovered their identity.

The name VITREA says it all: VIT for life, REA for rehabilitation. We trademarked their new identity, making sure they could protect and own what they’d built. The visual world grew naturally around their name: a typeface that’s strong yet soft in its core, a palette of colours that celebrate diversity, optimism, and self-care. Even the white isn’t cold or clinical; it glows with life.

Branding is your greatest connection to your people. WECK HAS A GOOD THING GOING ON…

The logo took shape as a tree with deep roots.

A symbol of connection, strong values, and growth, of strength that spreads and multiplies over time. We made sure photography is never stock or AI; always real people. Graphical elements represent human motion, turning a decorative element into a smart branding choice.

When VITREA launched, the response was heartfelt.

Teams across countries and clinics felt proud of the new identity. Doctors could remember and recommend it. Patients could see themselves in it. And beyond brand perception, the work also strengthened employer branding – helping attract people who believe in the same spirit of care and progress.

Not done yet.

We continue to support VITREA through brand workshops and rollout work. Because just like rehabilitation, brand-building isn’t a one-time event. It’s progress, step by step, day by day.

Check out more of our work.

Sharp thinking. Bold execution. KISKA generates brand experiences with business value. From strategic consulting to hands-on execution of your vision. See the results for yourself.