Koraal is an organization operating in youth care, disability care, special education, and employment support. With locations across the Netherlands, Koraal helps children, young people, and adults with complex support needs. The organization works within a dynamic care and education system, with a strong focus on collaboration, customization, and social engagement.
The challenge
The developments in society and the changes made in the Dutch healthcare and education systems in recent years have influenced the demands placed on Koraal by society, financiers, and especially clients and students. At the beginning of 2015, Koraal refined its strategy, and a clear course was set for each of Koraal’s domains (youth care, disability care, special education, and employment guidance). This has consequences for the way Koraal communicates with its target groups and the way the Koraal brand presents itself in the market. VIM Group was therefore asked to guide Koraal in developing a strong brand that aligns with all these developments both within and outside the organisation.
Our solution
Together with Koraal, VIM Group went through the entire brand development process. VIM Group started with a strategic workshop where we translated market developments into the needs and characteristics of Koraal’s key stakeholders. The principles formulated in this workshop, together with research, formed the foundation for the brand architecture. Next, VIM Group developed a refined brand positioning, highlighting Koraal's distinctive, relevant, and authentic characteristics. VIM Group also guided the translation of this into the visual identity by establishing a design architecture, conducting a design agency selection, writing a design briefing, and providing support throughout the design process. Finally, VIM Group assisted Koraal with implementing the new corporate identity. VIM Group carried out an impact analysis, supported the client in managing the implementation project, and at the brand carrier level, VIM Group’s specialists helped apply the new corporate identity across all materials.
The result
The new strategy of Koraal is reflected in the new brand. The name changed from Koraal Groep to Koraal to emphasise unity within the organisation. At the same time, the brand names of the thirteen working foundations were changed to location names. This shift transformed Koraal from an endorsed brand to a monolithic brand. The new visual identity appeals to both clients and students, as well as the new entrants in the healthcare market. The careful approach to this project and the synergy sought with the changes within the organisation resulted in a successful implementation of the new brand.
