Erasmus MC
Heart & Vascular Institute: from brand positioning to video production
Challenge
Erasmus MC in Rotterdam is the leading academic centre for complex care in the region. Within this top-tier hospital, three institutes have been established, including the Heart & Vascular Institute: the newest, but rapidly growing centre of expertise in cardiovascular care, research and education.
The challenge: to position the new institute with clarity and strength—both within Erasmus MC and beyond. Through a distinctive brand story and supporting visual tools, the aim was to bring the institute’s three pillars to life: Care, Research and Education.
Results
Clear brand story and visual identity enhance recognition and trust.
Innovation and impact made visible through storytelling and a 360° perspective.
Strategic brand positioning
Redkiwi developed a strategic brand positioning for the Heart & Vascular Institute, articulated through a clear brand story and a fitting pay-off: "Reducing the impact of cardiovascular disease together". This was translated into a new website (structure and copy) in which the institute’s three core pillars - Care, Research and Education - are central. As a result, the institute was given a distinct place within the broader Erasmus MC narrative and a recognisable identity for patients, healthcare professionals and international partners alike.
Two powerful videos that bring the mission to life
Together with video partner DUBBEL Media, we produced two videos: one highlighting the institute’s mission, and another focusing on its research pillar. The main video shows how healthcare professionals work every day to improve cardiovascular care, with a focus on prevention, treatment and personal stories from doctors.
360° focus on research
The second video highlights innovative research projects, including telemonitoring in cardiovascular care, aneurysm studies and the ROBINSCA prevention project. In a 360-degree approach, patient, physician and researcher are all featured—making the impact of research tangible and raising awareness.
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