proDIAKO

proDIAKO GmbH from Lower Saxony runs Protestant hospitals and nursing homes. The group consists of eleven hospitals, ten nursing homes and three physical rehabilitation centres. With a total of 2,400 beds, the company is an important medical and care supplier in the region.

In its work for proDIAKO, kleiner und bold faced the challenge of uniting the various identities and appearances of the different units under one roof. To this end, the umbrella brand that was developed served as an interlinking hallmark of excellence, representing high quality in the medical and care services. This, combined with the diaconal values profile, clearly differentiated proDIAKO from its competitors. The new brand was implemented in the units with the help of the family brand strategy – not an easy task given the variety of different cultures. The solution involved creating a shared basis that guaranteed recognition and membership while still allowing each member to preserve a certain independence and individuality. In visual terms, this meant that regionally familiar names and the existing unit logos were kept, but were adapted stylistically to suit the new corporate design of the umbrella organisation. With the help of pilot projects and brand officers on-site at the various locations, a clear-cut and distinct brand image was successfully implemented in the units despite the decentralised structures.