We start our journey with the values that connect us. Therefore, we are attentive, reliable, and we accomplish things together.

The organization

BrabantZorg offers accommodation, care, and well-being for the elderly, in and from various locations in Brabant. Being attentive, reliable, and togetherness are truly infused core values which we live by. This is what makes BrabantZorg an organization by and for people.

The challenge

Travel guide
To communicate the 2015-2020 business plan in a narrative manner, so that strategic vocabulary is avoided and the plan comes to life.

Magazine
Bringing alive strategic aspects, such as mission, vision, and core values, and communicating conclusions resulting from experiments from the social intervention process. Let employees, clients, and volunteers experience a sense of pride and recognition.

The process

Travel guide
The business plan has taken shape as a travel guide. All of the main themes have been connected to metaphors, such as ‘the roadmap’, ‘the sign posts’, and ‘the travel team’. This metaphor has been further developed entirely in the text and in the design. Furthermore, the descriptive text has stayed concise, and the main themes have been illustrated with practical cases and quotes.

Magazine
In collaboration with the people of BrabantZorg, Art of Story has developed a magazine which was delivered with the traditional Christmas food-gift box. To give more visibility to the bottom-up approach of the cultural transformation process in the magazine, we connected the metaphor of ‘the recipe’ and ‘the cooking’ to experiments which have led to actual organizational changes. Various other cases came to life in categories such as, ‘Cherries on the cake’, ‘At the table’, and ‘Ingredients for…’, in which the core values played a central role.