HRC LUGANO

Case Study: HRC Lugano – Brand Strategy & Visual Evolution

The Client
HRC Lugano is a Swiss clinic specializing in health analysis, naturopathy, respiratory therapy, nutraceuticals, physiotherapy, and corporate wellness. Their mission is rooted in the belief that health and well-being are the result of an integrated and personalized approach, combining scientific precision with the rebalancing power of nature. Their protocols are built on in-depth analysis and guided by a multidisciplinary team to support individuals in achieving long-lasting vitality and balance.

The Challenge
Although HRC offered high-value, multidimensional services, its brand communication, visual identity, and offer structure lacked clarity and coherence. As the clinic aimed to grow and position itself more clearly in the integrative healthcare space, it needed strategic brand support and a visual language that could reflect its full depth and credibility.

Our Role
We led HRC Lugano through a full brand repositioning and visual identity overhaul, aligning their external communication with their core mission: to help people achieve better health and longevity through personalized, science-backed, holistic care.

What We Did

1. Brand Strategy & Offer Consulting

Audited and restructured HRC’s service portfolio, making the offer clearer, more client-friendly, and scalable.
Clarified target audiences and messaging pillars, highlighting HRC’s integrated approach and multidisciplinarity.

2. Visual Communication & Art Direction

Led the art direction of all visual assets, creating a cohesive and refined aesthetic across brochures, digital content, and print materials.
Built a brand identity that communicates both scientific credibility and holistic well-being.

3. Strategic Consulting & Positioning

Advised on long-term brand strategy, growth planning, and internal structuring.
Proposed the formation of an informal advisory board to support key strategic decisions and the clinic’s future vision.

4. Collaboration & Brand Ecosystem Alignment

Designed a commission-based partnership model between VITAE and HRC Lugano, built on shared values and complementary offers.
Ensured role clarity and non-compete protection, safeguarding long-term collaboration and brand autonomy.

The Outcome
Today, HRC Lugano presents a cohesive, premium brand identity, a well-structured service offering, and a visual language that speaks directly to both clinical and wellness-minded audiences. The clinic is now positioned for sustainable growth, strategic partnerships, and a stronger voice in the future of integrative health and longevity.