CASE STUDY | KBO-KLINIKEN DES BEZIRKS OBERBAYERN
A new brand for the association of clinics and outpatient facilities for mental health in Upper Bavaria.
The main idea
With a new brand identity for kbo, a holistic approach from strategy to brand to communication was implemented. From the inside to the outside.
The clinic association with its over 7,000 employees at more than 50 locations in Upper Bavaria can thus expand and make its special position as an opinion leader in the field of psychiatry and leading health service provider in Upper Bavaria visible.
This brand project is particularly characterized by its clear communication and acceptance of the kbo values and the kbo brand among all stakeholders and political institutions.
The new mission statement became the basis for employee and management development.
You can find the current employer brand campaign here.
Repositioning of the kbo-Holding and district clinics after the merger
Communication of organizational change
New market presence
2010: Brand analysis
2011: Vision, mission, values
2011: Brand identity
2012: Strategy pyramid
2012: Corporate design
2012: Employee magazine kboDIALOG
2012: Company brochure
2013: Mission statement
2014-2016: Organizational and employee development
2017: Anniversary publication
2017: Brand evaluation
2018: Strategy update
2019: Employer positioning
2019: Brand architecture
2020: Website / digital channels
2021: Employer brand campaign
“We were convinced by Dietrich Identity’s holistic consulting approach. It helped us to discover the newly developed self-image “Reliably at your side” and to implement it consistently throughout our communication.”