Mast Agency just dropped some serious design on acid with their latest work for Zorggroep Myna. Merging Asster and Medical Center St. Jozef into a single healthcare brand is no small feat, but they pulled it off with a fresh identity that feels human, strong, and future-proof.
In less than a year, they crafted everything—from the name and brand strategy to a full digital rollout. With 1,600 employees caring for 3,000 patients annually, the new brand had to be more than just a logo. It had to unite people, create recognition, and set the tone for the future of healthcare. Mission accomplished.
Check out the full case here: mast-agency.be/werk/zorggroep-myna
Insights with Rik Mockers / Mast Agency
Can you describe the workflow from the client’s initial request to the finished product?
Asster, the largest psychiatric hospital in Flanders, merged with St. Joseph Medical Center. Together, they form a care group with 1,600 employees and 3,000 patients and residents. Mast was commissioned to create a new brand for the merger of both organizations.
In less than a year, we delivered everything from brand strategy to a new website and brand rollout.
We shaped the new brand architecture and defined three core values based on strategic workshops and input from the participation process. In the Brand Manifesto, we articulated the ambition, brand promise, brand values, brand personality, and tone of voice in clear language. We outlined their purpose, how they operate, and what they do.
We named the new organization Myna, which refers to a family of starlings. This choice is intentional: in a flock, all starlings are equal and each plays a crucial role in the group’s dynamics, serving as a perfect metaphor for their brand promise. The tagline “Everyone Cares” supports this narrative and captures the essence of their shared identity.
Mast also initiated an extensive participation process with a survey that engaged around 800 employees. This organically led to the formation of a group of 120 “Brand Makers,” ambassadors from various parts of the organization. This group served as a sounding board in the creative phase via a WhatsApp group. Thanks to the input from the Brand Makers, we fine-tuned the brand to align with the internal reality. To gain personal insight into the culture of both organizations, Mast spent three days in the field with a photographer.
From the strategy, we developed a visual identity that balances dynamism and simplicity, emotion and serenity, professionalism and personality. As we expressed in the tone of voice: professionally personal.
In addition to the visual identity, we created a series of illustrations to depict specific care concepts and methodologies in a psychiatric context.
For the website, we developed a modular design system in Figma that streamlined the design and development process. In less than three months, the website was completed from wireframing to development in Webflow.
The final results in numbers:
- Nine months from strategic workshops to launch
- 1,600+ employees and referrers surveyed
- 120 brand ambassadors identified
- One new, inspiring brand name
- 15 fresh brand colours
- 200+ brand elements designed
- Website launched in less than three months from wireframing to development
What kind of software is used for this project?
We used various software throughout the project. For developing the visual identity, such as creating the logo, we used Adobe Illustrator, where the initial branding exploration also took place.
Then, we switched to Figma to create different layouts and applications, which we then turned into mockups. For mockups, we primarily use Photoshop.
All motion design was created in Jitter, a powerful web tool that allows for easy motion design for the brand. For web development we used the no-code tool Webflow.
Can you show how the project is setup within this software?
Have you tested tools such as Rive, Cavalry, Modify, Jitter? If Yes, what do you like about that tool?
We have been using Jitter for all motion in our brands for the past year and a half. The strength of Jitter lies in its low learning curve, allowing users to quickly and easily create beautiful animations using presets. Additionally, it offers the option to create custom animations. The templates provided often serve as inspiration or educational tools.
During this time, I’ve observed how rapidly Jitter has evolved into a powerful tool. Recently, they launched an infinite canvas, enabling us to work even faster and more consistently with motion within a single brand.
Is there any other tool for design / motion which you can recommend?
For the past year, we have been working extensively in Figma for our branding explorations. It allows us to scale quickly, reuse assets consistently, and maintain a clear overview of the brand experience. Previously, we often used Adobe Illustrator for this, but we quickly ran into limitations when it came to image editing.
What role plays motion design within this project?
Motion design brings the brand to life. The concept of speech bubbles that can expand and are in constant motion enhances the message. The logo also gains depth as we can animate it to resemble a heartbeat, symbolizing the care group’s commitment to care. We developed the branding partly based on motion; it is not merely an add-on but a fundamental element of the brand.
What is the vision for your studio / agency around design and motion?
What is the vision for your studio / agency around design and motion?gency around design and motion?
What kind of advice would you give to aspiring design/motion designers?
Stay curious. Keep searching for the best possible solution for the brand you’re working on. Always start from strategy as much as possible. This lays the foundation for your brand and ensures that everything visual feels cohesive and aligns with your brand values.
Look up to other agencies and designers. Learn from them. Engage with them. Keep challenging yourself, your peers and your clients.
How has Design On Acid helped you?
Being featured by a design blog is incredibly rewarding. It’s an honor to be recognized by peers and share our work with a broader audience. I’ve been following Design On Acid for quite some time, so it’s been fantastic to be highlighted multiple times. This exposure allows us to connect with a larger design community.