With more than 11.000 employees and over a billion euro in turnover, UMC Utrecht is one of the largest University Medical Centers in The Netherlands.
Having undertaken projects within the Julius Center division, we were invited to pitch to redevelop UMC’s corporate identity and to rethink the hospitals market position.
Our belief is that a large hospital like the UMC Utrecht has more than one ‘identity'. In fact we identified multiple excellences in UMC Utrecht. We translated those into different protocols for different markets, aligning with the classic division of research, care and education.
Brand architecture and positioning guidelines were drafted to stop the excessive growth of sub-brands, while allowing for various brand types within a clear structure under the mother brand.
We translated our approach into a new corporate visual identity, simplifying the corporate logo, developing endorsement formats, and providing clear and concise design guides for communicating the brand and subbrands.