Two rhythms, one home | St Antonius Ziekenhuis

A merger can join buildings faster than it joins people. St. Antonius needed to move from two distinct cultures to one beating heart—building the brand from the inside out.

The challenge: two cultures, one pulse

A merger can combine buildings faster than it can unite people. When St. Antonius Hospital and Mesos Medical Center merged, it was a logical step on paper. Yet, in the hallways, the teams, and the daily routines, two different rhythms lived on. The real challenge was not organizational, but human: how do you build a single beating heart from the inside out? Without that connection, a merger remains stuck in plans and processes, while healthcare is fundamentally driven by human energy.

Our journey together: starting with the people

We didn't start with a new logo; we started with the people who provide care every day. In co-creative sessions, we brought to the surface what was already working, where friction existed, and what people wanted to preserve. Using our science-based and playful approach, we helped teams sharpen their choices.

Together, we developed a clear purpose, mission, and vision that formed the basis for a new brand architecture. We translated core values into concrete behaviors, ensuring the brand was felt in daily practice on the hospital floor. "BR-ND People’s approach ensured that we no longer felt 'merged,' but truly 'connected'," said one of the team members we worked with. In doing so, we gave medical excellence a warm and human face.

The transformation: an identity that keeps on beating

The result is a recognizable, consistent identity that helped teams work together under one banner, without losing the strength of their diverse backgrounds. The new culture created an environment where people do not just do their jobs, but truly thrive.

The ultimate proof of success? When another merger arose a decade later, St. Antonius reached out to us once again to adapt the brand to the new reality. It shows that when purpose and performance meet, you build a foundation that lasts for generations.

Credits

Strategy | br-nd.com Art Direction | Kiki Hartmann Concept | Errol Konat and Laura den Otter Design | Laura den Otter