Butini
Creative Direction, UX/UI Design
Rebranding & Website redesign for a next-generation healthcare & retirement foundation in Geneva. Modernizing the perception of eldercare through a unified brand architecture, accessible UI/UX design, and an open community approach.
Brand Hierarchy & Architecture Strategy Rebranding & Visual Identity System Client Workshops & UX Research Accessibility-First UI/UX Web Design Client Portal Experience (Espace Client)
Eldercare institutions (EMS) often carry outdated perceptions—seen as clinical, hospital-like, or isolated environments. As Fondation Butini evolved into a modern, tech-forward institution in Onex (Geneva), the brand needed a complete transformation to reflect what it truly is: a vibrant, safe, and open community focused on living fully rather than aging passively. The key challenge was to shift public perception, modernize the image, and clarify the brand hierarchy across Butini’s four specialized entities, each tailored to different resident needs.
Moving away from cliché health imagery, the new identity takes a modern, bold, and ethical approach to design. Structured the brand into four clear sub-entities, making the diverse services and levels of care intuitive for families to navigate. "Lieu / Lien" Concept (Place & Connection) Built around the idea of a space that connects people across generations and integrates seamlessly into the life of the local municipality. A sleek, warm visual identity that highlights innovation, social engagement, and the architecture of the institution.
The website underwent a ground-up redesign driven by collaborative client workshops and user research. Target Audience Focus: Specifically designed for the adult children of prospective residents — guiding them through emotionally sensitive decisions with clarity and empathy. High Contrast & Accessibility (WCAG Standards): Implemented strict contrast ratios, readable typography, and scalable UI components to ensure seamless usability across all age groups and visual needs. Entity Distinction: Clear navigation logic explaining the unique roles of the four sub-institutions and showcasing Butini’s open community initiatives. Client Portal (Espace Client): Integrated a secure digital portal for families and residents to streamline communication, updates, and daily administrative needs.
