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Radboudumc: a strong brand as foundation for effective positioning
| Project | Rebranding Radboudumc |
| Scope | Projectmanagement and implementation of a new corporate identity |
| Challenge | Creating a unified, future-proof corporate identity |
In 2013, Radboudumc took a significant step; rebranding from UMC St. Radboud to Radboudumc. This rebranding addressed the growing need for organisations to establish distinct profiles and build strong brands. We managed the project throughout the implementation of this rebranding and supported Radboudumc at every step in developing a recognisable and modern corporate identity.
From complexity to simplicity
The decision to change the corporate identity was driven by several key factors:
- Uniformity: the hospital previously used a mix of logos, colours, and fonts; now, the aim was to establish one cohesive and recognisable brand.
- Future-proofing: building an identity that reflects the character and values of an academic medical centre (UMC) while aligning with new construction projects.
- Positioning: creating a strong brand as the foundation for clear market positioning.
The power of a thoughtful corporate identity; not everything needs a logo
As part of the rebranding preparations, we conducted an in-depth impact analysis to map the scale of the new corporate identity. Each brand asset – from dinnerware to wayfinding – was assessed. This provided Radboudumc with detailed insight into the current. state, required budget, capacity, planning, and more, allowing them to make informed choices. A strong identity, after all, doesn’t require a logo everywhere to convey the intended brand experience.
A well-integrated change through engaged project management
Throughout the project, we participated in various working groups with Radboudumc, actively involving employees in the rebranding process. This approach built broad support for the new corporate identity and allowed us to leverage the organisation’s internal expertise effectively. As a result, the corporate identity design by Teldesign was successfully implemented. The outcome? A corporate identity that is both visually strong as well as seamlessly integrated into the organisation.
Design-to-publish: empowering on-brand creation
A strong and recognisable brand relies on consistent implementation. To ensure this consistency, we introduced CI-control, including the Design-to-Publish module. This allowed employees to independently create on-brand materials, such as business cards, within the established corporate identity. This streamlined approach ensured efficiency and guaranteed that each piece aligned perfectly with the new identity.
Ongoing commitment
Our partnership with Radboudumc didn’t end with the launch of the new corporate identity. To this day, we remain involved in projects such as façade signage and the introduction of smoke-free policies aligned with the ‘smoke-free generation’ initiative. This reflects our ongoing dedication to long-term partnerships and our commitment to staying closely connected with our clients well beyond the rollout phase.
Curious how we can help build a strong brand for your organisation? Get in touch!
Or call us now at +31 88 987 99 00
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