A Brand Presence Embracing Joy of Life
Tertianum, with nearly 100 residences and care centers, is the leading Swiss premium provider of senior living. Heads Corporate Branding developed the new brand presence for the group. The new brand claim, “Room for Joy of Life”, directly derives from the company’s purpose and forms the core of the brand.
In researching senior living, Heads focused intensively on the needs and wishes of older adults. Moving to a residential or nursing home is often associated with fears of uprooting and loss of autonomy. However, apart from health and security, what is desired most are self-fulfillment, recognition, and social interaction. The Tertianum Group meets these needs and wishes of older people and largely offers its guests “Room for Joy of Life” in two ways: a safe home for well-being and a space for personal growth, independence, and social exchange.
Broad Range of Living Options
This understanding, reflected in the confidence of Tertianum’s guests, led to the development of a brand presence that positions Tertianum as an attractive premium provider and emphasizes its commitment to offering a broad range of high-quality living options – from exclusive residences to affordable senior apartments and care places.
Design That Conveys Joy of Life
At the heart of Tertianum’s visual and communicative brand presence is the established logo with the distinctive “A”, symbolically serving as a protective roof. Under this roof is the central element of the brand – the person – represented by a simple dot, symbolizing safety and security within Tertianum’s safe space.
A new design feature is the “Tertianum Rays”, an extension of the existing logo derived from the “A” monogram. The rays symbolize the confidence and joy that Tertianum provides. The gentle color gradient of the rays conveys the energy and dynamism of a positive environment. An expanded color palette with fresh colors and a new, authentic visual style make the brand more inviting, significantly enhancing its positive recognition value.
— Brand design
“Heads developed a new brand presence in record time that not only appeals to our guests and employees but also makes our purpose ‘We want to enable joy of life’ tangible on all levels.”
Frank Nehlig,
Head of Communication, Marketing & Public Affairs at Tertianum
