New logo, new website!
Having seen spectacular growth since it was founded in early 2016, it was high time for Medipartner to rethink its corporate identity. “Like any start-up, we were obsessed with developing the business,” says Sophie Mestré, CEO and Co-founder of Medipartner. “We had a logo, a baseline and a website, but it was all really basic.”
Switching up a gear
“I’d felt for a long time that our ‘hard’ corporate identity just didn’t gel with the way we always try to connect with clients, applicants and employees,” recalls Sophie. “And then in November last year, when we received 75% funding from We Are Jane, the investment fund of Conny Vandendriessche and colleagues, I knew that we had to switch up a gear and take a more professional approach to our corporate identity.”
“Our ‘hard’ corporate identity just didn’t gel with the way we always try to connect with clients, applicants and employees”
Sophie turned to The Nutshell, the agency that created the branding for We Are Jane in 2017. “We hit it off immediately. A five-strong team was involved in the rebranding exercise from the outset. We started with a blank sheet of paper and asked ourselves some key questions, such as: What drives us? Why do clients work with us? During workshops held online because of the COVID-19 pandemic, we took a long, hard look at ourselves, our clients and our competitors – it was really enlightening.”
By and for everyone
Sophie sums it up: “The result is a corporate identity that is consistent with Medipartner’s current global standing. A brand that we all support 100%. Every aspect is documented in a corporate identity style guide so that everyone – both in-house and externally – knows how to use our brand. Because everyone is working every day to build a strong brand. Medipartner has already made its mark but is now stronger than ever.”