Privatklinik Dr. Amelung
A brand that carries change
For more than four years, we have supported Privatklinik Dr. Amelung in developing and managing its brand – from fundamental repositioning to its continued evolution through a new phase in the clinic’s story.
The partnership began with a generational transition and the repositioning of the clinic as a modern specialist provider for psychiatry, psychosomatics and psychotherapy. Its external image at the time reflected neither its medical standards nor the clinic’s distinctive personal atmosphere. Today, the clinic is entering another phase of change: extensive building modernisation and the continued evolution of its operations require the established brand identity to be protected while being developed for the future.
Healing Atmosphere – developed from True Values.
The starting point was not design, but the clinic’s identity. A broad-based brand analysis involved more than 280 people – employees across disciplines, referring physicians, former patients, and multipliers from healthcare and politics.
In the subsequent True Values process, three genuinely lived brand values emerged: professional, trustworthy and individual. From these came the brand core “Healing Atmosphere” – the strategic point of orientation for the entire brand.
“Healing” stands for the quality, professionalism and effectiveness of therapeutic work. “Atmosphere” reflects the clinic’s history, architecture, natural surroundings and an environment that supports recovery. Positioning, corporate design, website and communication followed from this core.
What began as a brand relaunch has become a long-term brand partnership. Today, Privatklinik Dr. Amelung has a clear and empathetic identity that creates trust and orientation and can be experienced consistently across different touchpoints. At the same time, the brand core provides the stability needed to guide the brand through its current modernisation phase and connect tradition with the future.
Change needs a strong identity at its core.
Buildings, communication and services can evolve. A clearly understood identity provides stability and orientation – enabling change without losing what makes the clinic distinctive.
“Now that the brand-building process is complete, we know our ‘true values.’ They form the foundation of our mission statement and marketing initiatives.”
- – Brand Strategy & Positioning
- – Brand Identity Development
- – Corporate Design & Brand Language
- – Website Relaunch & SEO
- – Patient Communication
- – Referrer Marketing
- – PR & Media Relations
- – Event Formats & Communication Consulting