From technical performance to human connection
We partnered with Küschall, a high-end active wheelchair brand, to evolve its brand identity from product-first engineering to a more people-first, inclusive and aspirational system.
The refreshed brand retained Küschall’s Swiss precision and performance credibility while introducing warmer visuals, clearer messaging and more flexible brand assets for global teams, distributors and partners.
A precision brand that needed more personality
Küschall is known for Swiss engineering, performance and high-end active wheelchairs. But the existing brand focused heavily on the product itself, with less space for the people, lifestyles and independence behind the chairs.
The brand needed to keep its engineering credibility, while building a stronger emotional connection with users, distributors and internal teams.
To support this shift, Küschall needed:
- A warmer, more inclusive active wheelchair brand identity
- Less spec-heavy messaging and more human-centred storytelling
- Broader lifestyle imagery across genders, personalities and lifestyles
- Stronger visual tools for distributors, partners and global teams
- A clearer brand system for print, digital, product and event environments
- Accessibility-first writing and design guidance
What we changed
We reframed the brand from the inside out.
The aim was not to reinvent Küschall, but to rebalance the story – keeping the craft, precision and performance, while placing the user firmly at the centre.
From this, we developed:
- A refreshed visual identity built around Swiss precision and human energy
- Refined logo spacing and lock-ups for improved legibility
- The K-Tag icon for fast recognition across products, merchandise and digital touchpoints
- A warmer, higher-contrast colour palette designed for accessibility and impact
- A modular Swiss-grid system to support portraits, textures, movement and storytelling
- Clear messaging pillars to move the brand from technical description to human performance
Visual identity and brand system
We evolved Küschall’s brand identity to feel warmer, more inclusive and more flexible, without losing its premium engineering feel.
The updated system softened the blacks, warmed the whites and introduced a more expressive, accessible colour palette. A modular grid structure gave the brand space to flex across print, digital, product, social media, event design and distributor materials.
We also expanded the role of brand placement across frames, cushions and components, helping build consistency, recognition and pride-in-use.
Messaging and tone of voice
The verbal identity shifted from product specification to human-centred performance.
We developed clearer messaging pillars to help global teams and distributors tell a more compelling brand story:
- Performance you feel
- Engineered for your lifestyle
- Community in motion
This gave the brand more emotional depth while still supporting the technical detail expected from a premium active wheelchair brand.
Accessibility-first brand guidance
Accessibility was built into the refreshed brand system from the start.
We created writing and design guidance covering Plain English principles, content hierarchy, captions, alt text patterns and accessible layout rules – helping teams create clearer, more inclusive brand communications across markets.
What made the difference?
Swiss precision with a more human story
The refreshed Küschall brand gave global teams, distributors and partners a clearer, more flexible system to work with.
By combining active wheelchair brand strategy, visual identity, inclusive messaging, accessibility guidance and ready-to-use templates, Küschall gained a more aspirational brand presence that better reflects its diverse, active community – without compromising its engineering credibility.
In a nutshell
We partnered with Küschall to evolve its active wheelchair brand from product-first engineering to a more people-first, inclusive identity – retaining its Swiss design credibility while creating a stronger visual and verbal system for users, distributors and internal teams.
The CreativeHutch team are an absolute dream to work with. Creatively but also strategically. They have been a fabulous partner to some of our latest projects. They are truly trustworthy in all aspects and deliver in many ways that go above and beyond.
Impact highlights
- Stronger brand positioning, shifting Küschall from technical product messaging to a more human, lifestyle-led active wheelchair brand
- Clearer global rollout, with guidelines, templates and assets for internal teams, distributors and partners
- More inclusive, aspirational storytelling to connect with a broader active wheelchair community
- Improved brand consistency across print, digital, product, sales and event touchpoints
- Greater confidence for teams and distributors to present Küschall as a premium, performance-led mobility brand
Let’s talk about your project
If you want to know how your brand strategy, marketing or website could work better for you, we’d love to talk! Pop in for a coffee or get in touch.
FAQs
This was a brand identity refresh, designed to evolve Küschall’s existing brand while retaining its heritage and engineering credibility.
Küschall operates in the healthcare and assistive technology sector, with a focus on active wheelchairs, mobility and accessibility.
The core logotype was retained to protect brand equity, but spacing, lockups and supporting brand elements were refined to improve clarity and flexibility.
Accessibility was built into the brand system through colour contrast, plain English writing, alt text guidance and clear content hierarchy.
Yes, we deliver brand strategy and brand identity design for healthcare, assistive technology and inclusive design-led organisations across the UK.
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