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AZ Zeno's strategic prescription

Building a unified healthcare brand

The challenge

The integration of the Queen Fabiola Hospital in Blankenberge under the AZ Zeno name required a unified and cohesive brand positioning. Clear guidelines were essential to ensure consistent branding for new initiatives and departments. Additionally, there was a need for complementary branding, like Warm Nest, which conveys a warmer feel within the brand architecture.

Our solution

We conducted a thorough analysis of AZ Zeno’s existing positioning and branding, developed a revised brand strategy, and created clear guidelines and action points for effective implementation.

Services
  • Brand strategy & positioning
  • Stakeholder interviews and analysis
  • Rebranding initiatives for community projects
  • Legal trademark protection for brand assets
A stronger brand through strategic positioning

When the Queen Fabiola Hospital in Blankenberge was integrated under the AZ Zeno name, residents were unaware that they could still receive the same trusted care, and divisions between staff at different campuses became apparent. Remarkable undertook a comprehensive positioning and communication strategy, uniting the hospital group as a strong, recognisable brand.

‘Thanks to Remarkable, we have a clear brand architecture and our campuses now communicate as one strong entity.’

Julie De Waele, Communications Manager

High-quality care, close to home

Through stakeholder interviews, we gauged the current perception of AZ Zeno, identified key needs of various target groups, and developed a new brand strategy and positioning. The core message, ‘Quality, Close to Home’, was established and successfully rolled out 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 and more inviting feel compared to the hospital branding. We designed a logo that seamlessly fits within the brand architecture, with careful consideration of the target audience. Next, we documented everything in a comprehensive style guide and provided the necessary brochures. Finally, all trademarks and domain names were registered and monitored, ensuring AZ Zeno had nothing to worry about.

Result

The rebranding and strategic positioning efforts transformed AZ Zeno into a cohesive brand that successfully communicates its message to patients, staff, and local communities. AZ Zeno now stands as a unified healthcare provider, offering high-quality care close to home.

Want to strengthen your Brand Identity?

If you need help aligning your healthcare brand or developing a unified strategy for your organisation, contact us today to discover how we can help.