Meneer Kooi, nice to meet you!

Meneer Kooi & Concept7

Introducing a new brand in a traditional market requires clear positioning and an identity that immediately inspires trust. For Meneer Kooi, we explored the needs of healthcare professionals and translated our insights into a customer-focused brand, a distinctive visual identity and a clear, user-friendly website.

The customer Meneer Kooi
Cases
UX design Branding
Results meneerkooi.nl

Healthcare equipment may not be the first industry that comes to mind when you think of disruption. Yet that is exactly what Meneer Kooi is doing in its own way, and we helped them introduce this new brand.

Old expertise, new face

Healthcare is under pressure. Budgets are shrinking, workloads are increasing and demand has risen significantly. As a result, purchasing and maintaining healthcare equipment does not always run smoothly. This frustrated a group of experienced industry professionals. They were convinced that it should be possible to provide both high-quality equipment and a service that once again puts the end user first.

Human-centred healthcare

Meneer Kooi’s ambition strongly resonated with Concept7: to provide human-centred design and service. It was therefore a natural fit for us to help them explore this proposition and bring it to market.

The first step was to determine whether the proposition truly resonated with the target audiences. During an intensive sprint, we worked with Meneer Kooi to conduct in-depth interviews with potential customers. This allowed us to validate the proposition and identify insights that could make it even stronger. We translated these findings into a customer journey that clearly visualised the complete experience.

A customer-focused identity

One of the most important findings from our initial research was the considerable lack of clear, user-focused communication in the market. Simply put: keep your promises and provide quick support when problems arise. This insight aligned perfectly with Meneer Kooi’s background: experienced professionals who understand what is happening in their customers’ day-to-day work.

It starts with a good conversation

This insight became the foundation of Meneer Kooi’s communication and brand identity: a good conversation. Before offering solutions or products, it is essential to listen carefully to the needs and goals of the people on the work floor.

We translated this idea into a visual identity built around dialogue between Meneer Kooi and its customers. The name and identity also set a high standard for the brand itself, as clear and reliable communication is essential to meeting customer expectations.

We applied the visual identity across essential brand materials, including business cards, stickers and posters. It was also translated into a user-friendly website, built by our friends at Kiener, that clearly explains who Meneer Kooi is and what the company has to offer. A successful introduction of a fresh perspective on what healthcare equipment can mean.

Want to know more?

Would you like to discover how Concept7 can give your organisation a strategic advantage through human-centred design? Or how user research and design can help you innovate and bring new ideas to market faster? Come and visit us, or read how we developed SPRS.me.