This case is part of the portfolio of Emmy van Thiel.
Design manager, strategist and coach for creatives.
Amphia hospital
An identity offering space for singularity & distinction
Amphia is one of the biggest peripheral hospitals in The Netherlands, located in Breda. This innovative organisation wanted to create a corporate identity in which their stakeholders felt seen. In this way they could eliminate ‘homemade’ logos and ensure a clear visual style underneath the Apmhia ‘umbrella’.
With this elaborate and somewhat vague question they came to my collegue and me.
Design question and research phase
My colleague and me had the pleasure to design a complete new look and feel for the Amphia Hospital in Breda. The question was an interesting challenge due to the many stakeholders that where included (5-member board of directors, doctors, the marketing- and communication team, the board of advisors, board of patients, volunteers, and many more).
Each of them wanted to be seen and heard and many doctors made their own ‘logos and sub-identities’ because they didn’t feel the old visual identity allowed them to let them expertise shine.
During the research phase we dived into desires and interests within the organization through interviews, we organised creative sessions with the communication team and (interactive) presentations with stakeholders and the 5-member board of directors. Especially after creating customer journeys and user personas the abstract question became much more tangible for the various stakeholders.
The game we designed for the creative session with the communication team.
Important insights and conclusions
After completing the research phase, we came to the conclusion that the specialists who work at Amphia wished to profile themselves more clearly within the organisation, to show what they’re really good at. This would stop them from creating their ‘homemade’ logos.
Another result of the creative sessions is that Amphia realised they no longer wanted to be seen as a traditional and ‘standard’ hospital. so together with Amphia’s communication department we decided to leave out the word hospital all together, and instead focus on the specialisations within Amphia. The various doctors with their specialisations is what makes Amphia unique.
This conclusion was the foundation for the conceptual- and visual design of the logo.
From concept to visual style
After completing the research phase, we came to the conclusion that the specialists who work at Amphia wished to profile themselves more clearly within the organisation, to show what they’re really good at. This would stop them from creating their ‘homemade’ logos.
Another result of the creative sessions is that Amphia realised they no longer wanted to be seen as a traditional and ‘standard’ hospital. so together with Amphia’s communication department we decided to leave out the word hospital all together, and instead focus on the specialisations within Amphia. The various doctors with their specialisations is what makes Amphia unique.
This conclusion was the foundation for the conceptual- and visual design of the logo.
Independently operating business units
In order to give the independently operating business units (i.e. clinics) the possibility to promote themselves individually, we also designed a line of sub-identities. Visually it’s closely connected to Amphia’s brand while it offers space for singularity and distinction at the same time.
Emmy van Thiel
Design manager, strategist and coach for creatives.
Nice to meet you!
Please don’t hesitate to contact me if you have any further questions about this case or about my portfolio and experience.
emmyvanthiel [at] gmail.com
06 83 70 77 49