Bernhoven: Building a brand out of love for people

Most hospitals are defined by their clinical hallways and sterile rooms. But when several hospitals merged into a new building bordering a nature reserve, there was a chance to be defined by something else entirely: a sense of light, air, and life. This was a rare moment to create a place where the feeling of care was as healing as the medicine itself.

From a new building to a shared soul

A beautiful space is one thing; a unified culture is another. The real question was how to capture this feeling of a fresh start and make it the organisation's true heartbeat. We believe a brand’s soul is not created, but discovered within its people. Through our online BR-ND Insider platform and energetic co-creation sessions, we invited hundreds of employees to share their stories and hopes for the new hospital. We didn't invent a brand; we simply listened for it.

A purpose that breathes life into a brand

From all those voices, one shared truth emerged. It was a purpose that was already there, waiting to be named: ‘Out of love for people’. This simple, powerful phrase became the foundation for everything that followed. It shaped the warm visual identity, it guides daily behaviours, and it radiates a clear promise to every patient. The result is more than a brand; it’s a culture where people do not just survive, but thrive.

This journey with Bernhoven shows what’s possible when a brand is built from the inside out. If you’re ready to build a brand that feels as true on the inside as it is inspiring on the outside, let’s talk. We're here to help you start building next better, together.