Guests in each other’s lives

On 22 March 2015, the Kennemer Gasthuis and the Spaarne Ziekenhuis merged and formed the Spaarne Gasthuis. The hospital has four locations in and near Haarlem, and is one of the largest hospitals in the Netherlands.

Koeweiden Postma was asked to develop a visual identity and an introduction campaign.

The starting point of the campaign was the idea that employees and patients, family members, referring physicians and health insurers were guests in each other’s lives. We developed the campaign in collaboration with Marcel Jiskoot and Total Active Media. A statement given by Peter van Barneveld (Board Chairman) during the first meeting provided inspiration for the concept.

The logo connects two symbols that are well known in the region: the ‘S’ stands for the Spaarne, the river that flows through the area. In addition, we see the stepped gables of St. Elizabeth Hospital, where it all began in 1581. We have therefore created an entirely new logo that still feels familiar and trustworthy. An important detail for anyone going to a hospital.

The introduction of the new identity will take place in phases. This is related to the gradual integration of both organisations and their services. In November, the new logos were placed on various buildings. Starting on 1 January 2016, there will be a single central telephone number, and as of April 2016, the new website is planned to be operational. Meanwhile, behind the scenes, teams are working hard to align processes and communications, and to realise the brand essence, ‘guests in each other’s lives’, in all facets of the new hospital.