New brand identity for Waldeck-Frankenberg Hospital
Caption: Transformation Manager Gerd Brückmann, District Administrator Jürgen van der Horst, Frankenberg’s Mayor Barbara Eckes, Korbach’s Mayor Stefan Kieweg, Sarah Mai (Waldeck-Frankenberg District), KWF Managing Director Anne Bülling and KWF Managing Director Sassan Pur present the new brand identity of the Waldeck-Frankenberg Hospital. (Photo: Waldeck-Frankenberg Hospital/Mario Seibel)
Two hospitals steeped in tradition have merged to form the joint Waldeck-Frankenberg Hospital (KWF). As a visible symbol of this, the new corporate identity was unveiled at the Korbach and Frankenberg sites. As part of the merger, the indoor and outdoor signage is being redesigned to create a clear wayfinding system that facilitates easy navigation at both sites.
A clear direction, strong healthcare provision
Together with KWF’s managing directors Anne Bülling and Sassan Pur, District Administrator and Chair of the Supervisory Board Jürgen van der Horst, First Deputy District Administrator Karl-Friedrich Frese, Korbach’s Mayor Stefan Kieweg, Frankenberg’s Mayor Barbara Eckes, and Transformation Manager Gerd Brückmann, the background and objectives of the merger were explained. The new brand identity underlines the start of a unified presence and the clear focus on strong healthcare provision in Waldeck-Frankenberg.
With 1,300 staff, the KWF is one of the region’s largest employers. Every year, around 50,000 outpatients and inpatients are treated at both sites. The range of medical services in the outpatient sector is complemented by the medical care centres, which house specialist practices in Bad Arolsen, Frankenberg and Korbach.
Reliable, high-quality healthcare close to home
“Two long-established institutions are coming together to form a high-performing hospital that will drive the long-term development of healthcare in Waldeck-Frankenberg,” explains District Administrator and Chairman of the Supervisory Board Jürgen van der Horst. “For the people in our region, the merger means pooled expertise, better-coordinated care pathways and a hospital that prioritises reliability, quality and local medical care.”
Karl-Friedrich Frese, First Deputy District Administrator, also sees the merger as an important step for the district: “Waldeck-Frankenberg Hospital combines deep roots in the region with a commitment to providing people with competent and compassionate medical care. It is therefore far more than just a healthcare provider – it is a reliable partner for the local community.”
Two hearts, one logo
The new brand identity reflects this development: at the centre of the logo are two stylised hearts. They symbolise the two sites, each with its own history, established structures and unique strengths. At the same time, they represent the merging of the two sites into a high-performing hospital, as well as solidarity, collaboration and the shared mission to safeguard healthcare provision in the region in the long term.
“With our new visual identity, we are showcasing what has been achieved over the past few months,” say managing directors Anne Bülling and Sassan Pur. “The two hearts represent our sites, which each contribute their respective areas of expertise and complement one another perfectly. At the same time, they symbolise the very heart of our work: the people who place their trust in us, and the staff who bring this hospital to life every day. Our logo is therefore far more than just a graphic symbol – it stands for solidarity, trust, care and our shared responsibility for healthcare provision in Waldeck-Frankenberg.”
Transformation Manager Gerd Brückmann emphasises that the merger goes far beyond a new brand identity: “The transformation process is being implemented in a targeted and transparent manner, guided by clear milestones. We involve our staff at an early stage, continue to develop processes and create reliable structures. In this way, we ensure that patients will, in future, receive the treatment best suited to their needs quickly and competently. The new brand identity makes this shared journey visible to the outside world.”
: Setting an important course for the future The two mayors also see the merger as setting an important course for the future. “The new logo makes it clear: our joint journey as the Waldeck-Frankenberg Hospital begins now,” says Korbach’s mayor, Stefan Kieweg. “The Korbach site brings to the table its long-established medical expertise and close ties to the region. Together with Frankenberg, this presents an opportunity to combine the strengths of both sites and to strengthen healthcare provision in Waldeck-Frankenberg in the long term.” Frankenberg’s mayor, Barbara Eckes, adds: “The new KWF brand stands for a forward-looking fresh start. It opens up new opportunities for collaboration, strengthens local medical care and builds confidence in an effective healthcare infrastructure.”
Background: Waldeck-Frankenberg Hospital
Waldeck-Frankenberg Hospital was formed following the merger of Korbach Municipal Hospital and Frankenberg District Hospital. As a hospital with two sites, it combines medical expertise, modern care structures and the long-standing experience of both institutions. The aim is to sustainably safeguard and further develop inpatient and outpatient healthcare for the people of Waldeck-Frankenberg – locally accessible, high-quality and compassionate.