Bernhoven: building a brand out of love for people

A hospital is so much more than a building. It is a place of hope, of vulnerability, and of deep human connection. When several hospitals merged and moved to a beautiful new location bordering a nature reserve, we all felt a unique opportunity. This was a moment not just to build walls, but to create a culture where care feels tangibly different. The question was not what the new Bernhoven would do, but who they wanted to be, together.

We believe the soul of a brand already exists within its people. That is why we embarked on a creative and science-based journey of discovery with a broad group of people from across the hospital. Through our online platform, the BR-ND Insider, and during energetic BR-ND Kitchen sessions, we unearthed the emotional building blocks for the future. We translated these insights into a complete brand culture foundation. Together, we defined the purpose, mission, and vision, sharpened their positioning, and focused their portfolio strategy. We then gave this strategy a face and a voice by developing a completely new visual identity and the core of their storytelling.

This deep, collaborative journey resulted in more than a logo or a style guide. We developed a living brand story, captured in a design that breathes warmth and connection. It all came together in the powerful, guiding purpose that perfectly encapsulates the essence of Bernhoven: ‘Out of love for people’. These words are now the heartbeat of the organization. They guide behavior within the hospital and radiate its promise to everyone who walks through the doors.

This is where purpose meets performance. A brand built from the inside out, with and by the people themselves. We invite you to reflect: what story lives in the heart of your organization?