Goed voor Elkaar (Good for Each Other)

The core insight is that the need for your own place, meaningful relationships and the feeling of still mattering does not fade with age. It becomes stronger. People want to remain part of a community and be able to rely on care that is close and respectful. That requires not only a new living model, but an identity that makes this view of older age feel natural.

We therefore reframe the question from “how do we name and communicate a residential care concept?” to “what shared story and what name can carry this new way of thinking?” From that choice we develop the organizing idea Goed voor Elkaar (Good for Each Other). It is both the content of the concept and the new brand name that gives direction and identity to the way of living. The name expresses the reciprocal principle: living independently, living connected, helping each other, with professional care as relational support rather than distant service delivery.

Our role includes strategic advice, concept development and facilitating co-creation. We define the strategic framework, test and sharpen the idea with stakeholders, and develop Goed voor Elkaar as a brand name within De Zorggroep’s brand architecture. It is not a separate brand, but a clearly named residential care concept that can be used consistently in policy, communication and decision-making. In parallel, we translate the organizing idea into an internal and external narrative and into a communication strategy and plan that makes the way of living recognizable in market, policy and practice.

Embedding is leading. Goed voor Elkaar becomes the naming framework for residential forms, communities and buildings, the internal reference point for employees, and a touchstone for decisions in care, real estate, HR and communication. Externally, the brand name offers one clear story for residents, families, politics, media and partners. This makes Goed voor Elkaar a structurally shared identity, not a campaign.

The ecosystem invites active participation. Residents contribute to the community, employees deliver engaged care, De Zorggroep takes ownership of quality of life, and partners strengthen the whole. The result is a residential care concept that is human-centred and future-proof.

In samenwerking met:
Remy Lammers (Clutch)
Anouschka Banziger De Zorggroep