The hospital group AZ Nikolaas (AZ = General Hospital) arose from the merger of two hospitals in St-Niklaas, both of which had also assimilated a number of smaller hospitals in the surrounding region. Being actually located across the street from each other, the former AZMaria Middelares and AZ Waasland had already been closely co-operating on an operational level. A formal merger therefore made sense, and would consolidate the combined services to even greater levels of provided care.

The ensuing corporate identity project has turned into a prime example of how to conduct such an undertaking, where a thorough exploratory preparation provided a solid base for a most efficient design execution.

Although the new name had already been selected through an internal competition amongst the staff of both hospitals, there was still a need to completely align two operations that respectively had a catholic and a parastatal background. KAN Design therefore started off by staging discussions on the desired positioning of the new group, whereby describing its characteristics as if it were a person proved to be most fruitful to quickly reach consensus on the right direction.

A further analysis of the organisation’s structure and its internal and external target audiences brought additional clarity and served as a base for the eventual brand architecture. Next, a thorough look at the group’s publications prepared the ground for a serious revision and rationalisation of these. To determine the most appropriate visual direction, a final round of associative explorations (using symbolic analogies such as cars, food, clothing etc) were made together with the hospitals’ communication group.

The results of all this groundwork allowed the concept, design and selection of the new logo to be concluded in a minimum of time, while a basic presentation of other graphic elements served to demonstrate the context of the logo within its associated identity. The new logo can be interpreted as the initial N, as the curve of a heartbeat or even the movement of the sun (with the hope that each new day brings) as well as a symbol for the many faces within the hospital group. Together with the other graphic elements, the identity exhibits the warm, caring competence that makes up the group’s personality.

Subsequent phases saw the detailing and development of the new identity, and the establishment of an online design manual to include the following applications:
- stationery
- templates for brochures and other publications
- templates for a revised website
- templates for external and internal signage
- guidelines for the group's fleet of vehicles

To help the inaugural event, a birth announcement card and a series of posters detailing the project’s background to the staff have also been produced.