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

Imagine the hands-on passion of a volunteer lifting a scared animal into an ambulance. Now imagine the quiet focus of a lobbyist in The Hague, fighting for better laws. The love for animals is the same. The question is, 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.

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 De Dierenbescherming was one of deep, collaborative listening. Using our science-based and playful methods like 23plusone 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 external partners to share their piece of the story. Together, we wove their individual truths into a single tapestry.

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 behaviors and activities, 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 all the passionate people in your world, building your next better together.