Qualified people. Better results.
Novellas Healthcare is a coalition of four existing companies, each with their own specialty inside the healthcare market: recruitment & selection, outsourcing, trial nurses & patient programs, training & coaching.
What started as a small recruitment office in the healthcare sector, quickly grew to four separate companies closely connected to each other. To use the synergy between these companies in an optimal way and to gain a firm position abroad, it became time to unify. The holding company Novellas International could be used for this.
Strategy and approach
Lemento was involved to provide this newly unified company with strategic advice concerning positioning, brand architecture and scenarios for the future. With the familiarity of the ‘old’ companies in mind, it was decided to keep the old names during the launch and for a short time after the launch. Once the strategy was decided on, Lemento developed the visual as well as the verbal building blocks for the brand. This result came from workshops with employees as well as management. Mission, vision and values were translated into a logo and the baseline ‘Qualified people. Better results.’
After a successful internal launch of the new brand, Lemento followed the same line. Stationary, internal and external documents were developed, as well as flash animation, gadgets and exhibition materials. With the external launch in May 2011 a new strong brand was placed in the market.