Diversity and health under one roofvarisano clinic group
The merger of two clinics and their affiliated facilities created a new clinic group in 2016, the largest municipal group of its kind in the region. It was to become more visible as a brand in order to position itself more strongly in the competition for patients and employees. The challenges for this corporate design project were many: different interest groups had to be involved in the process, accumulated fears and reservations about the now visible new organizational structure had to be reduced, a large number of individual companies and brands had to be brought together under a strong, sympathetic and future-oriented brand, and an easy-to-use identity for contemporary multi-channel communication had to be developed.
This is how the Frankfurt-Main-Taunus clinic group presented itself at the start of our work
Workshop
Finding the greatest common denominator of values
The basis for the project’s success was an initial workshop to develop a mission statement for the clinic group. In a multi-stage process of question rounds and group workshops with managers and employees, the group’s foundation of values and unique characteristics were worked out.
What tasks exist within the clinic group and how are they divided? What forces connect and separate it? How can the group give patients the confidence that they are in the right place? In our workshop, we developed answers to individual questions in order to find optimal solutions. These are more than the lowest common denominator; they are the foundation for setting out into the future.
varisano shows that something is coming together and connecting here in a fresh, positive way, with diversity. The umbrella brand is intended to unite all areas of the organization in a shared new beginning.
Transformation
Diversity and health will be called varisano
Building on the findings from the workshop, we developed different design approaches and visualized them with the help of our design rails. They positioned themselves in varying degrees along the parameters of regionality, future orientation and diversity. The decision was made for the most ambitious approach: a strong umbrella brand with a memorable new name that offers the group the greatest possible potential: varisano.
The guiding idea: diversity (Latin: varietas) is healthy (Latin: sanus). This is how the new name of the healthcare group was created, presenting itself with the claim “As diverse as your health.” It puts the diversity of services, the people who work in the facilities, those who are treated and cared for there, and the diversity of cultures living together in the Rhine-Main region at the center. The new umbrella brand also leaves room for growth and for additional partners who can strengthen and complement the network of services in the future.
The logo symbol also expresses the interwoven core areas of care, medicine and education, and therefore the diversity within the healthcare group.
A logo system that creates identity.
Pre-Campaign
Getting everyone on board for launch
As mentioned, it was important in this change process to actively involve employees and let them help shape the process. Only through this involvement can employees identify with the brand and represent its positive image externally as brand ambassadors. For this purpose, we prepared a pre-campaign that introduced employees to the upcoming visual realignment. One particular difficulty was organizing the preparations during ongoing operations; a hospital never stands still. The restrictions during the coronavirus pandemic, when this process took place, made the task even more difficult.
At information islands at the various locations, employees received items such as pens, lanyards, mugs and bookmarks while learning about the rebranding. A short video explained the naming idea and design principles, described the transformation process and used emotional employee testimonials to explain its benefits. This allowed us to prepare employees for the new design before the official launch, making sure they were the first to know. After all, it is about their employer.
Execution
A new design across all areas in the shortest possible time
The implementation process was planned well in advance to enable a comprehensive changeover by the launch date. The elements with the longest lead time were the large illuminated signs on the clinic facades, which were installed at short notice and ceremonially unveiled at launch. Additional signage elements, business stationery, forms, information flyers and a completely revised website were ready for launch. The website is the most defining element of the brand’s communication and public face.
Customer Service
The digital brand space in the cloud
Parallel to the launch of the new identity, we set up a brand cloud for varisano that all relevant employees of the new clinic group could and still can access. This allowed us to channel all requests for design components needed to convert branded communication materials and make them available 24/7. This service also solved another problem: outdated logos and design templates are now a thing of the past.
