From multibrand to subbrand strategy /
Berm – the new name for the non-profit organization Bermhertigheid Jesu – is active in mental health care and comprises seven facilities in Bruges and Ypres. Despite the impressive scale and impact of the organization, the parent brand was virtually unknown, even to its 1,200 employees. The challenge? To develop a brand strategy that respects the strength of the local facilities while firmly anchoring the parent brand's name recognition
Logo
Berm
Inspired, committed, groundbreaking
Identity
A strong brand starts with a clear identity /
Every successful rebranding starts with sharpening the brand identity. Working closely with stakeholders from all seven facilities, we organized strategic brainstorming sessions to bring out the essence of the parent brand. This led to the creation of Berm: a safe, healing environment where the patient is central to their recovery and growth - in close collaboration with family, referrers, partners, and employees. A clear brand promise that is supported by all facilities.
One digital gateway, seven unique stories /
We developed an intuitive and user-friendly website that serves as a central gateway to the seven facilities. Visitors can quickly find the right facility based on location and specialization. By choosing a flexible and scalable platform with a recognizable visual style, Berm has strengthened its position as an umbrella organization. Each facility retains its individuality, but is unmistakably linked to the parent brand: berm.be.
Brand design
Internal communication as the starting point for external impact /
With more than 1,200 employees, internal support is crucial to the success of the rebranding. That is why communication was first rolled out internally using a launch video. Only then did the external launch follow. In this way, employees became ambassadors for the new Berm story and this is evident in every interaction with the organization. Because a strong brand is built together, from the inside out.
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