Diakonessen Hospital in Utrecht and Zeist is in the middle of the transition from being a traditional to a more professional hospital. A real enterprise, but still patient-centered. In a number of workshops with the management, we formulate the hospital’s identity, after which we visualize its different aspects in a number of moodboards.
Moodboard 1: Swap
Sick people want to be cured. Their choice for a specific hospital is based on very basic needs: these of security, a personal approach and of course a professional treatment. In this scenario the hospital moves along with the needs of the customer; all in exchange for customer satisfaction.
Moodboard 2: Reputation
In the reputation scenario, the four core values of the hospital (welcoming, entrepreneurial, professional and driven by results) come together, shown from its own perspective and perception. The hospital visualizes its ambition in this scenario, and focusses less on the patients.
Moodboard 3: Relationship
In the third scenario the hospital is looking for values it shares with its patients. A strategy, based on relationship, focuses on reciprocity and emphasizes what they have to offer each other.
A new design for Diakonessen Hospital
Moodboard 3 best suits Diak, and we develop a corporate design that is inspired by these aspects of identity. A style with a bright, clear logo and a dynamic, friendly design element.
Finally, we apply the new design to a large number of means and media, of which you get an impression below.