Korian Nederland - provider of private care for the elderly - has an ambitious growth strategy. In addition to its existing brand Stepping Stones, Korian is therefore introducing three new care labels: Dores Herstelzorg, Hestia Zorg and Het Gouden Hart. They developed three unique brands, that clearly belong to one family. And are also recognizable and appealing to customers and employees.
Challenge
Korian Nederland works with various small-scale care brands, each with their own identity. They can stand out from other care providers and appeal to different target groups. Unique brands, that are all part of the international Korian family. Or rather: an endorsed brand architecture. Our task is to clearly position the three brands and give them their own look, a look that fits within the house style of the mother brand.
Our approach
During a brand session with the client, we gathered as much information as possible about the organization and the market. We translated this into a distinct vision, brand promise and brand pitch. At Dores Herstelzorg, the focus is on recovery, at smaller locations in a nice environment. At Hestia Zorg, it's all about providing warm, personal care for seniors with dementia, with all the conviviality of home. At Het Gouden Hart, seniors who are becoming more fragile as they grow older can live as comfortably as they were accustomed to.
Based on the propositions, we developed the visual brands, logos, color schemes and the visual story. We looked for room within the framework of the mother brand. In this, we were inspired by Korian's logo and played with the lines, colors, and typography. This is how a familiar series of original and modern logos were created.
Result
Thanks to this process, Dores Herstelzorg, Hestia Zorg and Het Gouden Hart have a clear compass to guide them in all their marketing and communication activities. A sturdy foundation to build on. The brand process was just the beginning. The brands only really came to life when the brand-new websites were launched which we created in rapid tempo. And of course, in all the house-style media, corporate brochures and signs at the locations.
Added benefit: there is now one clear, recognizable line for all care brands of Korian Nederland. Future brands can seamlessly join the family. And that's nice because the next member of the family has already presented itself...
Like to know more?
Also keen to get started with brand development? Or would you like to know more about this case? Please contact Marte. She knows all the ins and outs.
