The challenge
The integration of the Queen Fabiola Hospital in Blankenberge under the AZ Zeno name required a unified and consistent brand positioning. Clear guidelines were essential to ensure coherent branding across new initiatives and departments. At the same time, there needed to be flexibility for sub-brands like Warm Nest, which conveys a warmer, more comforting identity within the overall brand architecture.
Our solution
We conducted a thorough analysis of AZ Zeno’s existing positioning and branding, developed a renewed brand strategy, and established clear guidelines and action points for effective implementation.
Services
- Brand positioning and strategy
- Stakeholder interviews and analysis
- Branding for community projects
- Legal trademark protection
A stronger brand through strategic positioning
When the Queen Fabiola Hospital in Blankenberge was integrated under the AZ Zeno name, the local community was unaware that they could still rely on the same trusted care. Additionally, differences between staff across the various campuses became apparent. Remarkable developed a comprehensive positioning and communication strategy to unify the hospital group into a strong, recognisable brand.
High-quality care, close to home
Through stakeholder interviews, we mapped out AZ Zeno’s current perception, identified the needs of different target groups, and developed a new brand strategy and positioning. The core message, ‘Quality, close to home,’ was established and successfully implemented with internal support.
Thoughtful branding
For AZ Zeno, we also developed the branding for Warm Nest. This brand needed to align with the AZ Zeno logo while conveying a warmer feel than the hospital branding. We created a logo that seamlessly fits within the brand architecture, with special attention to the target audience. This was followed by the creation of a comprehensive brand guide and supporting brochures. Finally, we ensured the registration and protection of all trademarks and domain names, allowing AZ Zeno to focus on delivering exceptional care without concern for brand security.
‘Thanks to Remarkable, we now have a clear brand architecture, and our campuses communicate as one strong, unified entity.’
Julie De Waele, Communications Manager
Result
The rebranding and strategic positioning efforts have transformed AZ Zeno into a cohesive brand that effectively communicates its message to patients, staff, and local communities. Today, AZ Zeno stands as a unified healthcare provider, offering high-quality care close to home.
