“Rebranding PSI was a rather daunting task.”
Dr Mirjam van Daalen, Head of Communications at PSI, in conversation with Lukas Staudenmann, Partner at Scholtysik.
The Paul Scherrer Institute PSI, one of Europe’s leading research institutes, has completely realigned its communications and modernised its brand. In this interview, Dr Mirjam van Daalen, Head of Communications at PSI, explains what matters in such a transformation – and how the brand becomes an effective tool in research and science.
Mirjam, you’ve led communications at PSI for five years now. What fascinates you about communicating science and research?
Mirjam van Daalen: Research at PSI is incredibly diverse and often highly complex. Our task is to convey these topics in ways that makes them tangible and relevant to very different audiences – from academia and industry to policy makers and the general public. Only when we succeed at this can we demonstrate the contribution our research makes to society.
“Since the rebranding, PSI has gained greater public visibility.”
Dr Mirjam van Daalen, Head of Communications, PSI
Together with Scholtysik, you subjected PSI’s communications to a 360-degree analysis. What were the key insights, and what actions did you take?
First, we clearly defined and prioritised our target audiences. Then we consistently aligned our communications with topics derived from our strategic focus, our research priorities, and wider societal debates. We set up a newsroom organisation and invested in our digital channels. I was positively surprised by how the newsroom structure improved internal collaboration. Our research centers can contribute more easily and gain greater visibility. This has made us significantly more efficient and agile.
How has this affected the perception of PSI?
We’re being noticed more in the public sphere. I can also see this in the increased number of media inquiries. However, it takes time and a willingness to constantly reflect on what we’re doing. Some topics resonate strongly and generate a lot of interest, while others are too abstract or theoretical. We constantly analyze how we can improve our communication.
Alongside your new communications strategy, you have also modernised PSI’s brand identity.
Yes, and I must admit I found the rebranding task a rather daunting one in the beginning. Our success in creating something universally relatable stems from our thorough 360-degree analysis. We had solid data to justify our decisions and bring people along on the journey. The international recognition our new identity has received through awards is wonderful validation.
Why did rebranding become necessary?
The need was immense. Our old visual identity felt outdated and bureaucratic. It didn’t reflect what PSI stands for – the fascination of discovering something truly new. Our dynamic new PSI logo captures this essence. But it extends beyond just the logo: the new design system allows us to present the breadth of our research in a way that is both accessible and memorable. It’s highly flexible and optimised for modern digital channels, providing the perfect platform for contemporary, audience-focused communication. We’ve seen significant growth in our social media reach as a result.
You once said that brand leadership and brand management are essential for PSI. What is the significance of brands in science and research?
Contrary to popular clichés, we don’t live in an ivory tower. As an institution, we are very much part of society and maintain constant dialogue with many – and very different – stakeholders. A strong brand helps us to attract excellent staff, expand our industry cooperations and strengthen our position in international competition.
Finally: What’s currently top of mind in your communications work?
Like many organisations, we’re exploring artificial intelligence’s role in communication – it’s opening entirely new possibilities. We’re also addressing science communication’s growing responsibility: more than ever, it’s about providing a solid factual foundation for public discourse and democratic decision-making. Our communication must therefore remain fact-based and apolitical – just stick to the facts.
More about the PSI rebranding