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

Imagine the heartbeat of two leading hospitals. Each with its own rhythm, its own history, its own culture of care. What happens when they come together? How do you ensure thousands of dedicated people don’t just call themselves colleagues, but truly feel like one team, united by a shared dream? This question was at the very heart of the journey we began with St. Antonius Hospital in 2006.

Shaping the organisation's soul, together

The merger between St. Antonius and Mesos Medical Centre was more than a strategic decision. It was a human and cultural fusion. To help navigate this transition, we didn’t impose a top-down solution. Instead, we listened, dug deep, and brought people together. Through interviews, co-creative workshops, and by involving every employee, we uncovered the shared foundation of the new organisation.

Together, our work gave shape to:

• The Impact Strategy: Defining a shared purpose, mission, vision, and a distinctive positioning that makes the hospital unique.

• The Brand Architecture: Designing a logical and powerful brand family that allowed for the development of specialised sub-brands like St. Antonius Cardicare, Alnatal, and the Sportsclinic.

• The Brand Expression: Crafting the complete verbal and visual identity, from the name and logo to a full house style that radiates warmth, humanity, and clinical excellence.

• The Culture: Making the core values tangible in daily behaviour and internal communication, because we believe: people are the brand.

A brand that grows with its people

A brand is not a static entity. It lives and breathes with the organisation. When the hospital faced another merger ten years later, this time with Zuwe Hofpoort, we were there to help recalibrate the brand strategy. Together, we ensured the identity remained relevant and could once again feel like home for every team member. A touchstone of meaning and connection through every new chapter.

Do you feel the heartbeat of change?

Is your organisation on the verge of a new chapter? Let’s explore together how we can build an authentic brand and a shared culture. A place where purpose meets performance, and where everyone feels connected to the larger story.