OLVG two hospitals, one name and one brand identity
In 2015, Onze Lieve Vrouwe Gasthuis hospital in Amsterdam and Sint Lucas Andreas Hospital merged into one organisation with the new name OLVG. The purpose of the merger was to provide even better healthcare and to increase efficiency. RGN brand identity services worked together with the new hospital organisation on the preparation and consequent implementation of the new brand.
OLVG was well aware that this merger and rebranding would entail many challenges and searched for a partner with experience in managing the following difficulties:
- Significant differences in interests and target groups
- An extensive merger process where extra capacity was needed
- Limited time to replace all brand touchpoints at both hospitals
- High impact because of the alteration of both the name and brand identity of both hospitals
Because of our experience with similar projects in healthcare, the Amsterdam hospital chose to collaborate with RGN.
A hospital has many stakeholders. The patient’s interest and comfort are predominant during a rebranding. But nuisance should be limited for other groups as well, such as staff, visitors, municipalities, health insurers and suppliers.
Analysing the impact of a rebranding early in the process helps to limit any inconvenience. The analysis enabled us to work out several realistic scenarios for the implementation of the new name and new brand. We have included an evaluation of both the financial and organisational impact and the expected lead time in every scenario. Based on these numbers OLVG opted for a phased rebranding. Within a year, we had to replace all old brand elements in both hospitals with the new design.
Because of their origin and the locations, they were obviously two separate hospitals, each with its own style and appearance. The two organisations had to come together on all fronts in this extensive merger process. A new name and brand identity affect all procedures. Because of the duality of this rebranding in name and logo, many non-branded elements had to be changed nonetheless. So the scope of this project also included features like municipal signage, broadcast messages in public transport, and medical and communicative references of the hospitals.
In this project, we took on general project management. Part of our role was determining the criteria and briefing for the selection of a design agency. OLVG choose to work with Teldesign to create a new corporate identity. We were also the driving force behind the implementation in printing, IT, clothing, signage and wayfinding.
Knowledge and expertise are indispensable
With our experience, we managed to build bridges in the renewed organisation. For example, between IT and communication. A standardised approach and guidelines made it possible to adapt all IT applications to the new name and brand in systems, interface, and output.
We have previously helped hospitals and healthcare facilities such as Isala, Radboudumc, Zaans Medical Center, s’ Heeren Loo and AZ Groeninge. The experience we have gained in these processes was valuable in collaboration with OLVG. The structured approach led to a well-organised rebranding with limited inconvenience for patients and staff. The extra capacity allowed OLVG to focus on further improving healthcare and increasing efficiency. That is how we have added value to the OLVG brand.