A full verbal identity for youth and family specialists
Project: Create a distinctive brand identity that communicates the primary (strategic) goal of the merger
Name: Spirit youth care X Bascule children and youth psychiatry
Positioning, brandstory, naming: Globrands
Alignment: Weyond
Visual identity: Boo! Brandbuilders
Merging two organisations with the same professional drive
A merger between two healthcare organisations brings many challenges; both on the inside and the outside. Therefore, it is important to find the common denominator that motivates and connects. On that basis, you can start working together.
Professionals from Spirit youth care and Bascule child and youth psychiatry come together in the deep-rooted drive to help children and young people when things go wrong. That drive formed the basis for the merged brand.
Together with a multidisciplinary project team, we defined a brand positioning. This team included psychologists, social workers, communication professionals and management. In interactive workshops, we determined the important elements of the brand. On this basis, the name and brand story were developed.
Levvel is on par with the child
Growing up involves trial and error. This is true for everyone. But sometimes making mistakes can be difficult. To help restore a child or young person's confidence and strength, it is important to be on the same level. Finding common ground can help immensely when trying to help. One project group member described it very aptly: "the child does most of the work! This is why the new name works so well, both as a name and in communication, as can be seen in this video of the launch.
From brand positioning to brand story
Even though the brand positioning forms the basis of your brand, it is not always wise to put it word for word on your website. For that, a brand story is more suitable. The brand story tells in an inspiring way what the brand stands for. It shows the target group why this organisation exists.
Design and organisational alignment
In order to ensure that Levvel's brand promise is fulfilled in daily practice, Peter Sieben and Jenna Kleingeld from Weyond guided the merger in terms of alignment. Several workshops were organized to fulfill the brand promise. Practical implementation is essential for brand positioning to be more than fancy words. Boo! Brand builders have developed the new visual identity based on the positioning.
Globrands managed to keep the group's attention on the right topics at the right times. The Globrands consultants took the lead in a pleasant way. We thought it was productive and great that they shared their experience in the workshops with us. Globrands gave a good indication of what to expect. Keep up the good work!