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Umbrella brand


The challenge

Create a strong new umbrella brand for the new entity resulting from the merger of five individual organizations, comprising seven residential centers spread over West Flanders and East Flanders, without losing the uniqueness and esteem of the original institutions, and communicating the new identity internally and externally.

BrandingHealthcare marketingMarketing strategy

Strategic consulting

Living Stone held a series of listening sessions with key people inside and outside the organization. The purpose was to map out the perception of the existing entities.

Branding, logo, strapline, visual identity

The new logo was designed in a perfectly balanced color combination composed of soft, soothing calming tones of orange (balance, a striving for joy in life) and blue (trust, clear communication and reliability).


Living Stone recommended building a positive narrative that focused on the ambitions of the new group.

umbrella brand ; living stone

Living Stone gladly accepted the challenge. Having more than 30 years of experience in healthcare marketing significantly played to their advantage to define a fluent course and achieve a nicely balanced concept: Exalta.

We chose Living Stone because this bureau was warmly recommended by other parties within our sector, and because they were able to present relevant, qualitative references.

General Director of Residential Center
Sint-Jozef vzw

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