The challenge
AZ Jan Palfijn and AZ Sint-Lucas joined forces to form a metropolitan reference hospital. This required a contemporary brand name that reflects the joint values, is legally secure, and is broadly supported by both organisations.
Our solution
Remarkable guided the new hospital through the development of a brand name and provided strategic advice on the visual identity. Inclusivity was key in the decision: a name that is recognisable and easy to pronounce for a broad audience. Internal support was equally essential: the final name is embraced today by both campuses, strengthening unity within the organisation.
Services
- Name development
- Trademark protection
- Stakeholder management
- Logo design advice
Approach and methodology
Our methodology combined strategy, creativity, and legal expertise in one integrated process. We started by defining the naming criteria: local connection, simplicity and universality, warmth and humanity, modern and future-oriented, neutral and inclusive. These criteria served as a compass for the process.
Next, we conducted a benchmark with relevant (inter)national examples to frame the positioning. Based on this, we organised interactive workshops with employees from both hospitals. These workshops helped define core values and desired associations, while also exploring initial name proposals. This provided not only creative input, but also ensured a participatory decision-making process among stakeholders.
The shortlist of potential names was subjected to linguistic, marketing, and legal analysis. Thanks to close collaboration with our in-house legal team, we were able to quickly assess which proposals were viable for successful registration. In parallel, we provided advice on logo design, taking into account the identity and context of the merger. The final logo subtly refers to the city of Ghent and the healthcare context, with elements evoking the city’s three towers and the rhythm of a heartbeat. Through this structured process, we created a brand that makes the merger visible, is embraced internally, and rests on a solid legal foundation for the future.
‘Choosing a new name for an organisation like a hospital, which is perceived as an institution within the community, is no easy task. The professional guidance of Remarkable was very helpful in this process.’
Josse Abrahams, Communications Manager, AZ Ganda
Result
Today, the new hospital operates under the name AZ Ganda: recognisable in the Ghent region, inclusive in sound and meaning, and legally protected in the Benelux. The name is supported by both campuses and symbolises the new collaboration. Together, the name and visual identity form a strong foundation for the further rollout of the corporate identity and communications, with official implementation planned for 2027.
