Transforming into a modern social enterprise

BSB’s portfolio is enormously diverse: In the rapidly growing market for serviced housing for the elderly, BSB is a major player with over 200 apartments and co-living studios. For older people with higher care needs, BSB operates five care centres with different specialisations. As a market leader in integration and professional training of people with disabilities, BSB offers various types of assisted accommodation and runs numerous businesses ranging from streetwear stores to gourmet gastronomy and steel construction. In total, almost 20 homes, each with its own character and care concept, and more than 20 businesses cater to very different needs.

With a differentiated brand portfolio consisting of the umbrella brand, various service brands, multiple location brands and some independent single brands, BSB can address its highly diverse target groups individually and appropriately.

In addition, BSB is opportunistically co-branding with its owner, the civic community of Basel (Bürgergemeinde der Stadt Basel) — whenever it reinforces the strength and credibility of the sender.

The fresh, generous design and uncomplicated, direct approach show BSB as an agile and hands-on service provider. Large fonts, strong contrasts, meaningful images and clear layouts make BSB approachable and tangible even for physically or mentally impaired stakeholders.

The BSB is active at almost 30 locations in the city and region of Basel. The clear labelling of the various operational and administrative buildings, care centres, residential buildings, and also the consistent marking of the entire vehicle fleet made the brand more visible throughout the region.

With the new website, BSB aims to give the Basel public an overview of the entire company, but also provide the highly diverse user groups with quick and direct access to the respective specific offerings.

The information architecture solves this task with individual, user-oriented access points and independent, market-oriented websites for the service brands. The structure and content are developed in close cooperation with specialists from all departments of BSB and are based on in-depth surveys of the various user groups: from the very elderly, the disabled and their relatives, to supply chain managers from various industries, to specialists from the disability insurance office or social and judicial authorities.

The launch heavily involved employees and reached them in many different ways: starter kits, video messages, a brand film, an online platform, brand posters, giveaways and a magazine. Internally, this sent a clear message that the BSB is moving, developing and wants to be a leading player in each targeted market.

BSB shows credible images with reportage character — versatile and varied as the company itself. This results in interesting compositions that tell individual stories and convey closeness, but also illustrate the diversity and strength of BSB at the same time.

Brand Strategy | Naming | Brand Values | Brand Promise | Brand Architecture | Brand Design | Motion Design | Visual Language and Image Pool | Texts for web and print | Launch | Internal Implementation | CI/CD Guidelines | Building Signage | Wayfinding | Vehicle Lettering | Corporate Brochure | Magazine Design | User Research | Usage Scenarios and User Journeys | Prototyping and Testing | Interface and Interaction Design