De Dierenbescherming: finding the shared heartbeat of a 4,400-strong family

The challenge

Imagine the passion of a volunteer lifting a scared animal into an ambulance. Now imagine the focus of a lobbyist fighting for better laws. The love for animals is the same, but do they feel part of the same story? For De Dierenbescherming, an organization of 400 employees and 4,000 volunteers across sixty locations, this was the essential challenge. After unifying their many local branches, they needed a single, beating heart—a shared story that everyone, regardless of their role, could call their own.

Our journey together

We believe that people are the brand. A truly resonant story isn't created in a boardroom; it's discovered in the collective soul of the people who live the mission every day. Our journey with the team at De Dierenbescherming was one of deep, collaborative listening. Using our science-based and playful methods, including the 23plusone emotive methodology and the BR-ND Kitchen, we brought together voices from every corner of the organization. Human by human, team by team, we invited employees, volunteers, and partners to share their truths, weaving them into a single tapestry.

The transformation

The result is more than a brand book; it is a shared language and a cultural touchstone for the entire organization. This new story isn't just for reading—it's designed for living. It provides a clear direction that inspires new behaviours, ensuring that the actions of a volunteer in Limburg and a director in The Hague are guided by the same spirit. It’s a powerful example of where purpose meets performance, creating a unified force for animal welfare in the Netherlands.

Let's find the single story that connects the passionate people in your world. Connect with Kim Cramer or Alexander Koene to start building your next better, together.