Municipality of Roosendaal
Giving meaning to a new place before it exists
With De Bulkenaar, Roosendaal is developing a new and defining area: the future location of the Bravis Hospital. A project with significant impact on the city and its surroundings.
For the Municipality of Roosendaal, the challenge was not just to inform, but to provide direction: how do you position a new place in such a way that people understand what this development means for the city — even before it physically exists?
The behavioural question
What needs to happen?
People should not see De Bulkenaar as an abstract plan or construction site, but as a logical next step for Roosendaal. They should be able to place the story behind this development within their own perception of the city and its future.
Our approach
We started at the core: what will De Bulkenaar become? What role will it play? And why does it matter for Roosendaal?
Together with the municipality, we developed a clear positioning and narrative for De Bulkenaar. A story that goes beyond functions or planning and shows the broader meaning of this place for healthcare, accessibility, and urban development.
De Bulkenaar was not only explained, it was understood.
We translated this positioning into:
- a clear overarching narrative for De Bulkenaar
- communication that provides context and sets expectations
- tools and content that facilitate dialogue about the development
- a distinct identity and consistent tone aligned with a long-term process
What this set in motion
The development gained a recognisable place within the broader story of the city. People can relate to what De Bulkenaar will become and why this step is necessary.
Communication helps create direction and reassurance in a project that unfolds over several years.
Sounds familiar?
Are you working on a new location, area development, or complex project, wanting to shape how people understand and interpret it before execution begins?
Read how we work on Direction & Positioning, or schedule an introduction.
