Creating identity from the heart.
VITREA | Brand Creation
During a complex carve out, VAMED Care needed a unified identity and purpose to align 70+ clinics. By grounding the work in thousands of real insights, we created a brand that strengthens focus, drives cohesion, and creates a foundation for future growth.
| SERVICES | Research Brand Strategy Brand Communication Performance Marketing |
We all know someone dependent on the medical sector.
And we all know it isn’t easy. Our experiences are deeply human, and people who are healing deserve care that goes far beyond routine. This is why we knew this project couldn’t be just a “rebrand”. It needed to come from the heart.
This story began with VAMED.
Their VAMED Care division ran more than 70 rehabilitation facilities across Switzerland, Austria, and Germany. Each place has its own strong local character, but there was no thread tying them together.
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.
With over 70 clinics and hospitals, the challenge was clear: what unites them? What makes a service company with no physical products stand out? Every clinic, rehabilitation centre and hospital specialised in something different, neurology, orthopaedics, cardiology, oncology, among others. What could possibly connect them all?
The only way to find out was to ask. So, we did.
Together, we ran one of the most inclusive brand processes KISKA has ever done. 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.
Internal teams across countries and clinics felt proud. Doctors could remember and recommend the brand. Patients saw themselves in it. It works not only as a healthcare identity, but also as strong employer branding – attracting employees who share the same motivated spirit.
Not done yet.
We’re still on this journey with VITREA, running brand workshops to support the rollout. 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.
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