St. Antonius Hospital: From two cultures to one beating heart

Imagine the sound of two distinct heartbeats, each with its own history and rhythm. A merger feels a lot like this; it's a moment of immense potential, but also deep human uncertainty. How do you bring thousands of dedicated people together so they don’t just work in the same building, but truly feel part of one team with a single, shared purpose? This was the challenge at the very center of our journey with St. Antonius Hospital.

Listening for a shared heartbeat

The fusion of St. Antonius and Mesos Medical Centre was more than a strategic move; it was a deeply human one. Instead of imposing a new identity from the top down, we started by listening. Through co-creative workshops and conversations that involved every level of the organisation, we uncovered the shared values and dreams that already existed. This collaborative process allowed us to find the common ground that would become the soul of the new St. Antonius.

Building the brand from the inside out

Together, we gave that soul a tangible form. Our work provided a complete strategic and creative foundation for the new brand, including:

• A unified strategy, defining their shared purpose, mission, and vision.

• A clear brand architecture, creating a logical family of brands for specialised services.

• A warm brand expression, crafting a complete verbal and visual identity that radiates both clinical excellence and profound humanity.

• A living culture, turning core values into daily behaviours, because we believe that people are the brand.

A brand built to grow

A brand is not a monument; it's a living thing that breathes with its people. Ten years after our initial work, the hospital faced another merger. We were invited back to help recalibrate the brand, ensuring it could once again feel like home for every team member, new and old. It became a touchstone of meaning and connection through every new chapter.

Is your organisation feeling the heartbeat of a significant change? Let’s explore together how we can build a brand where purpose meets performance, and where everyone feels connected to the larger story. We're here to start building next better, together.