Rebranding of 's Heeren Loo: Leading Healthcare Provider for Individuals with Intellectual Disabilities

Project	Successful rebranding of the prominent healthcare institution ‘s Heeren Loo
Scope	1.250 locations
Challenge	Gaining control over a rapidly growing organization

‘s Heeren Loo is the largest healthcare institution in the Netherlands for individuals with intellectual disabilities. With a mission to enable these individuals and their families to live the lives they want, ‘s Heeren Loo has been dedicated to enhancing the quality of life for these people for 130 years. What began with the arrival of 9-year-old Geurt at the first location in Ermelo in 1891 has expanded into a network of over 1,250 locations. Now, ‘s Heeren Loo supports over 15,000 individuals with the help of 17,000 committed employees and 4,800 invaluable volunteers.

The reason for the rebranding? This was multifaceted. ‘s Heeren Loo aimed to streamline its brand policies, reduce the number of sub-brands, and thereby strengthen its position in the labor market. RGN supported ‘s Heeren Loo throughout the entire rebranding project.

Creating Unity in a Decentralized Organization

In a rapidly expanding organization like ‘s Heeren Loo, and in a world where diversity and decentralization often equate to challenges, ‘s Heeren Loo faced the task of creating unity across its extensive organization. Essential knowledge regarding working methods, as well as what was present at each location, was primarily dispersed across various regions, with limited centralization at the headquarters in Amersfoort. This, coupled with numerous sub-brands throughout the country, underscored the need for overview and structure to overcome these challenges.

The first step? Gaining insight. Through a thorough impact analysis, we mapped out the scope of the rebranding process. Here, we didn’t only look at the visual aspects of the brand identity but also at the operational implications at all levels of the organization. By creating various implementation scenarios, we enabled ‘s Heeren Loo to choose a strategy that aligned perfectly with their desires and the organization. The new brand identity was introduced in phases, taking into account feasibility, minimal disruption, and – importantly – the target audience. An organic transition was an important objective. Existing materials were utilized optimally and repurposed wherever possible to minimize waste.

My experience with RGN is one to put a bow on. It is a fantastic partner to work with to implement a new corporate identity. Learned a lot and became much wiser.

Mariska van Boeijen, Manager of Corporate Identity and Traffic at 's Heeren Loo

The Result: From Visibility to Brand Experience

The new brand identity of ‘s Heeren Loo, and the result of our collaboration, is visible across a diverse range of mediums. From clothing and vehicles to residential care packages and online platforms, the new brand identity of ‘s Heeren Loo reflects consistency and professionalism. This centralized positioning of the parent brand has not only increased brand awareness but also strengthened the overall image of the organization.

Curious to know more about rebranding in healthcare?

RGN has successfully executed rebranding projects for renowned hospitals and healthcare institutions, such as Radboudumc, Sanquin, Isala Hospital, AZ Groeninge, Wilhelmina Hospital Assen, Florence, Tjongerschans, MCL, Antoni van Leeuwenhoek Hospital & Netherlands Cancer Institute, Zaans Medical Center, Ijsselheem, Antonius Healthcare Group, and ZNA (Antwerp Hospital Network). We offer tailor-made solutions that enhance the identity of your organization and increase brand awareness. Let us also elevate your healthcare institution to a higher level. Read more at www.rgn.nl/zorg-rebranding.

Implementation

From two identities to one monolithic brand