St. Antonius Hospital
From two cultures to one beating heart
Two hospitals. Two rhythms. One merger that was more than a logistical puzzle. Bringing St. Antonius and Mesos Medical Centre together meant uniting thousands of people so they did not just share a building, but shared a purpose. The challenge was clear: move from two distinct cultures to one beating heart and build a brand from the inside out.
Listening before leading
We did not issue a top‑down mandate. We started by listening. Through our science‑based and playful approach, we ran co‑creative workshops and conversations across every level. Using our 23plusone emotive methodology, we uncovered the values and dreams already alive in both organizations. That shared ground became the soul of the new St. Antonius.
Giving the soul a shape
Together with the teams, we translated that soul into a clear foundation for the brand and culture:
A unified strategy; we articulated a shared purpose, mission, and vision.
A clear brand architecture; we designed a logical family of brands for specialized services.
A warm brand expression; we crafted a verbal and visual identity that radiates clinical excellence and deep humanity.
A living culture; we turned core values into daily behaviors, because people are the brand.
This was never about building a monument. It was about creating something living that breathes with its people. A decade later, when another merger arrived, St. Antonius asked us back so the brand could feel like home again for every team member, new and old.
Where purpose meets performance
The outcome was a unified culture where people do not just survive, they thrive. By focusing on what connects rather than what divides, St. Antonius built a resilient identity that anchors meaning through every new chapter. Today the teams move with one strong heartbeat, proving that where purpose meets performance, almost anything is possible.
Facing major change?
Let’s start the conversation and explore how we can build next better, together.
