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project Description


Amsterdam’s Onze Lieve Vrouwe Gasthuis and Sint Lucas Andreas Hospital into one organization with the new name OLVG. The goal of the merger was to provide even better care and increase efficiency. A merger of a hospital is complex because there are many interests involved: patients, staff, municipalities, health insurers and suppliers. This is the reason to perform an impact analysis in preparation and then to provide scenario advice. Because of our experience with similar projects in healthcare, the Amsterdam hospital chose to work with RGN!

Analysing the impact of the rebranding beforehand helps to reduce discomfort among those involved, because you can anticipate it better. We used the results of this impact analysis to work out a number of realistic scenarios. In which we included in each scenario the expected financial and organizational impact and the lead time. Based on this information, the OLVG opted for a phased implementation of the new corporate identity. This meant that within a year all old expressions in both hospitals had to be replaced by the new brand.

We took on the overall project management. Among other things we drew up the selection criteria and briefing for the agency selection.

We have previously worked with hospitals and healthcare institutions such as Isala, Radboudumc, Zaans Medisch Centrum, ‘s Heeren Loo and AZ Groeninge. The experience we gained was valuable in the cooperation with OLVG. The structured approach led to a well-organized rebranding with limited inconvenience to patients and staff.


  • Project
  • Rebranding
  • Scope
  • Project Management, Impact Analysis, Rebranding Strategy, Designbriefing, Implementation
  • Challenges
  • High impact because of the alteration of both the name and brand identity of both hospitals

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