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With established structures, a multitude of different organizational units, and diverse target groups and requirements, the Bethanien Moers Foundation was seeking a new visual identity, clear position…
Founded over 170 years ago
Over the years, the structures of the Bethanien Moers Foundation have continued to grow and become increasingly complex. This is evident, among other things, in the large number of different organizational units. Added to this are various target groups with a wide range of needs: patients, employees, doctors, partners, applicants, etc. Taken together, these factors led to an inconsistent brand image across the entire organization, as well as a lack of clear positioning and unclear messaging.
“While creating the new logo family, we were delighted to see how our history and values were incorporated into the design, yet the result was still something modern that can be adapted to all areas of our foundation.”
Deputy Head of Corporate Communications & Marketing, Bethanien Foundation Moers
Following a joint brand and positioning workshop, we developed a comprehensive solution to redefine the Stiftung Bethanien Moers brand across all touchpoints. This included the creation of a new logo, a refined corporate design system with updated colors and tone of voice, as well as the implementation of a modern corporate website and all supporting marketing materials, including those for employee recruitment.As part of the visual identity, the new logo was derived from a clear conceptual idea: combining the shape of a gabled roof with a cross to reflect both shelter and the foundation’s values. The new corporate website translates the brand into a digital experience. It features intuitive navigation, modular web elements, document download functionalities, and interactive components. In addition, all print materials were revised to align with the new brand identity, creating a unified and recognizable appearance across both digital and physical communication channels.
The project resulted in a consistent, integrated brand presence that connects the foundation’s diverse departments, specialist clinics, and facilities across digital and physical touchpoints. Communication now clearly highlights the expertise and quality of its specialist centers, strengthening credibility and focus. At the same time, the organization’s image as a key regional healthcare provider has been reinforced, improving its external perception. The relaunch and evolution of the corporate design, along with optimized website and print materials, ensure a cohesive and future-ready brand experience.
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