From the old people's home in Gütersloh to the residential home for people with disabilities in Recklinghausen, from the support facility for young people in Bad Salzuflen to the ambulatory care in Bochum: more than 70 facilities are part of the Ev. Johanneswerk. Their shared identity is illustrated by the brand presence: with this umbrella brand strategy, the Johanneswerk wants to pool its strengths and tap synergy potentials.
The umbrella brand strategy links the name of the Ev. Johanneswerk to all of its facilities, which still keep their identity though. We don't aim to make all of the facilities the “same”, but to connect them by a visual bracket and a common message.
The target of the brand presence is an authentic, distinct and modern effect. The Johanneswerk stands for innovative concepts, for multifaceted and interconnected services, for expertise and professionality, for a Christian conception of the world and humanity. Furthermore, employees and outsiders often describe the Johanneswerk as positive-sympathetic, multifaceted-flexible, competent-reliable and diaconal-protestant. These values are conveyed by the brand presence.