mProve positioning and brand story

By BR-ND People for mProve: Strategy (purpose, mission, vision, proposition, positioning, portfolio); Expression (design); Cultuur (team sessions, values, behavior, innovation)

mProve: Accelerating Innovation in Healthcare

Seven hospitals. One shared ambition.

Seven leading Dutch hospitals – Albert Schweitzer Hospital, Isala, Jeroen Bosch Hospital, Northwest Hospital Group, Máxima MC, Rijnstate, and Zuyderland Medical Center – are working together under the name mProve. With mutual trust and ambition, they are shaping the future of healthcare. They share knowledge, learn from each other, and scale proven innovations. Not out of convenience, but out of necessity. Because the Netherlands needs smart healthcare solutions – and mProve delivers them.

The challenge: from executive network to a brand in motion

Although the hospitals had already been working together closely at the executive level for years, mProve as a brand remained largely invisible. Inside and outside the member organizations, there was little recognition or understanding of what mProve stood for. At the same time, the moment had arrived: the collaboration was delivering real results, and a joint strategic vision had taken shape. It was time to give the movement a face.

The approach: co-creating a brand that connects

Together with dozens of stakeholders – from board members to healthcare professionals across the seven hospitals – we initiated a shared conversation. Through internal surveys, vision sessions, and dialogues with external partners such as insurers and the Ministry of Health, we gained a clear view of mProve’s essence and its future direction.

In a series of co-creative workshops, we defined the brand foundations. The outcome: a shared brand story that captures the heart of mProve. From there, we co-developed a visual identity that conveys both trust and ambition. We also addressed brand architecture and endorsement to ensure a cohesive whole.

The result: a brand that makes progress visible

The new mProve brand is now alive and active. From brand movie to banners, from visual identity to tone-of-voice – the story is visible across all touchpoints. But more importantly: it’s being embraced. By the people in and around these seven hospitals who work every day to build better healthcare.