New digital magazine for Swiss surgeons.

The magazine of the Swiss College of Surgeons has had a fixed place in the reading calendar of many Swiss surgeons for years. This year, it has not only received a visual upgrade but also undergone a website redesign.


Swiss College of Surgeons


Since April 2023

Swiss Knife Magazine
  • SWISS KNIFE underwent a significant digital transformation through the redesign—from a print and PDF magazine to an interactive and user-friendly online platform.
  • The new SWISS KNIFE not only provides an optimized reading experience but also ensures a broader reach, potentially making it accessible to a global audience. Previously, the magazine in print form was sent to a relatively small readership.
  • Every article, page, and feature is optimized for SEO, enhancing the potential for organic traffic.
Services we provided
  • Digital Strategy & Consulting
  • Brand strategy development
  • Technology consulting & evaluation
  • Digital brand experience
  • Multisite & multi-language websites
  • Content & Search Engine Optimization (SEO)
  • Support

Our Role

Netgen is responsible for the development of the new visual identity, from the logo to the design of the future print edition as an automatically generated PDF, and to the new digital magazine. Both UX design and technical development were done in-house.

As the new platform presents an attractive medium for advertisers, Netgen was additionally tasked with creating an ad placement concept, integrating Google Ad Manager for ad placements, and providing documentation for advertisers in the form of media data.

Readers will now regularly receive a newsletter from Swiss Knife, keeping them informed about current topics, exciting articles, and industry news and events. The design and set-up of the newsletter were also implemented by the Netgen team.


The original website was seriously outdated, not mobile-responsive, and served more as an informational page with an archive than a comprehensive digital medium.

Desire for a Digital Magazine

A refresh of the website according to common User Experience guidelines was long overdue, especially since professional reading materials are increasingly shifting to the online space. Additionally, a survey conducted by the Swiss College of Surgeons among surgeons confirmed that the younger readership, in particular, prefers a digital version of the magazine.

The first challenge involved defining a suitable information architecture. Additional technical expertise was also required, especially in implementing a PDF generator. All online articles can be downloaded as a well-formatted PDF when needed and appear in a specifically defined editorial design. Editors should also be able to compile entire magazine issues in PDF form using a customized solution.

Our Solution 

New Look as the First Step

The momentum of the digital redesign was used in a first step to unify and modernize the visual appearance. This resulted in a recognizable logo and a comprehensive visual identity as a basis for the further development of the new website.

Intuitive Navigation and Article Search

All editorial articles, which previously only appeared in the print edition, are now exclusively prepared as online articles. They can be enriched by the editorial team with additional information, images, graphics, and videos.

In addition to curated articles on a specific topic, which regularly take center stage, there are also numerous other articles from the familiar sections. Readers can find posts not only through intuitive navigation but also by using a search function with simple keyword input. This ensures good user guidance.

Playful Mini-Effects

Users are offered a contemporary experience without overloading the site with effects and design elements. In addition to the characterful font, generous white space, and accent colors, attention was also paid to small details. Elegant flowing page transitions, hover effects, and dynamic scrolling behavior add vibrancy and playfully enhance the user experience.

Working with Netgen was always professional, but also uncomplicated and very pleasant. We always received quick answers to our questions and were given excellent support throughout the whole project.

Felix Ruhl

Felix Ruhl


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