Aava, located in Basel, Switzerland, is a renowned centre for child-parent support and an institute specializing in Emotional First Aid training. With a focus on empathy and expertise, Aava offers invaluable assistance to parents, babies, and children facing various challenges.
The objective of the re-branding initiative was to establish a brand identity that exudes warmth, openness, modernity, and gentleness. By revamping their logo and overall brand image, we aimed to reshape the perception of Aava in the eyes of the public. Our intention was to create an image that is approachable and relatable, appealing to a broader audience seeking support in their parenting journey.
Furthermore, as the Swiss Training Institute for Emotional First Aid (EEH), Aava also offers additional training courses tailored for adults. We needed to develop a brand that positions Aava as an expert in the field (acknowledged by midwives, for example) but still resonates with parents, avoiding any sense of alienation.
During the comprehensive brand strategy process, we carefully identified and embraced the primary brand archetypes Aava embodies—the Caregiver and the Sage. The Caregiver archetype predominantly comes to the forefront when employing body psychotherapy techniques to assist parents, babies, and children. The Sage archetype shines when sharing knowledge and expertise with EEH students. The integration of these two archetypes within Aava's brand identity creates a harmonious fusion, allowing for a multidimensional personality capable of attracting and nurturing both customer personas, despite their distinct needs.