An identity offering space for singularity & distinction


Amphia is one of the biggest peripheral hospitals in The Netherlands, located in Breda. This innovative organisation wants to give their patients more control, and asked us to design their new identity.

After multiple interviews we came to the conclusion that the specialists who work at Amphia wished to profile themselves more clearly within the organisation, to show what they’re really good at.

Over the years Amphia realised they no longer wanted to be seen as a 'standard' hospital, so together with Amphia's communication department we decided to leave out the word hospital all together, and instead focus on the specialisations within Amphia.

The illustration of the new hospital entrance/building was created by Wiegerinck.

In order to give the independently operating business units (i.e. clinics) the possibility to promote themselves individually, we also designed a line of sub-identities. Visually it’s closely connected to Amphia’s brand while it offers space for singularity and distinction at the same time.

In collaboration with Amphia’s department of communication, we decided to introduce the new identity in multiple phases. For example the corporate clothing and printed matter will be provided with the new identity at their earliest convenience. By doing this, everything can be well arranged internally and externally, while saving additional costs.

The result is a lively identity, one which will allow itself to grow along with the organisation. When the doors of the new hospital open in 2019, the brand will be completely established.


The design for the brand Amphia (including pointers for further development & a styleguide) has been developed in collaboration with Michelle Haak. The photo's are made by Beeldwerkt.