Illustration Blumen

University Psychiatric Clinics of Basel

Top medicine for the benefit of all

In Switzerland, every third person suffers from a diagnosed mental illness over the course of one year. However, less than half use professional help. Although psychiatric and psychotherapeutic treatments are an important pillar of the health system, the UPK Basel continue to fight for social acceptance of mental illnesses. With a clear recipe: comprehensive supply of high-quality, scientifically sound therapies, open to all who need them.


Scholtysik & Partner are supporting the University Psychiatric Clinics of Basel (UPK Basel) in this multi-faceted challenge as part of a four-year mandate. We’re further developing the brand identity strategically, sharpening the brand architecture and shaping brand image and communication. The UPK Basel underline their position as one of the leading psychiatric institutions in Switzerland and neighboring countries.

UPK Basel Logo

Illustrations create closeness

The new appearance of the UPK Basel is characterized by hand-drawn illustrations. The reduction to the essentials and the simple stroke create urgency and high recognition. We can hardly escape the immediacy of the graphic statement. At the same time, it reduces the distanced perception of psychiatric disorders – a central objective of UPK Basel.


UPK Basel Illustration
UPK Basel Illustrationen

How to reach every different stakeholder group

With newly designed communication tools, we’re building a bridge from well-founded, scientifically-based expertise to easy, low-threshold access for all. The layout is clear and tidy. The colors are fresh and lively, but never garish or penetrating. Combined with characteristic illustrations, they call to the viewer’s interest, while the distinctive writing invites readers to read. The approach is personal and direct.


UPK Basel Printmedien
UPK Basel Faltposter
UPK Basel Menukarten

Accessible, smart, direct: These are the University Psychiatric Clinics of Basel.

UPK Basel Tramkampagne "Nichts für Sie!"
UPK Basel Stationery

Consistently responding to patients, relatives and referring physicians

The communication of UPK Basel, which had previously been strongly oriented towards its own organization, will be realigned. The contents consistently speak to the needs and questions of patients, relatives and referring physicians. This becomes particularly clear on the web site. Structure, interaction and interface design are at the service of easy access to psychiatric care.

UPK Basel Website
UPK Basel Website "Erwachsene"
UPK Basel Website "Über uns"

An easy access via pictures

Bright, friendly and unobtrusive: the imagery respectfully communicates the different perspectives of the psychiatric and psychotherapeutic activities of the UPK. The pictures are authentic and testify UPK Basels respect and empathy.

UPK Basel, Bild einer alleine auf Treppe sitzender Frau
UPK Basel, Bild von einem sich umarmenden Paar im Garten sitzend
UPK Basel, Bild von botanischer Erklärtafel an Baumstamm
UPK Basel, Bild mit einer Essen servierenden Person und Person zu Tisch

Transparency and open doors

Since 2017, we have been designing the business and financial report of UPK Basel. The reports convey the openness of the institution and demonstrate its versatility, including offers for children and adults, a forensic sector and the private clinic.

UPK Basel Stapel von Geschäftsberichten
UPK Basel Finanz- und Geschäftsbericht
UPK Basel Broschüre Geschäftsbericht
UPK Basel Broschüre Geschäftsbericht
UPK Basel Broschüre Geschäftsbericht
UPK Basel Broschüre Geschäftsbericht
UPK Basel Broschüre Geschäftsbericht
UPK Basel Broschüre Geschäftsbericht
UPK Basel Bilanz und Erfolgsrechnung im Geschäftsbericht
UPK Basel, Bild von zwei Personen den Geschäftsbericht besprechend


Brand analysis | Brand positioning | Brand strategy | Brand promise | Brand personality | Design assessment | Logo design | Corporate design | CI/CD guidelines | Interface design | Printed publications and collateral | Illustration | Communication for referring physicians.


Pictures: Scholtysik & Partner, Eleni Kougionis

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