Naming
Margot Käßmann School

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Naming is leadership: How three schools became a values-driven brand.

Starting point

The three vocational schools of Diakonie Rotenburg merged to form the region’s largest training centre for nursing, health and social care.

What was missing: a shared name that respects over 100 years of tradition, emotionally connects the new entity, and presents a clear profile in the competition for talent.

The goal: an identity that conveys competence and trust –

for training with a future.

Challenge

The starting point was complex: three strong shareholders, a long history, and a naming process that had already been discontinued without results. It was clear: the new name had to be more than a compromise.

As a major employer and a pillar of skilled labour development in northern Lower Saxony, expectations for the new brand were high.

Our role

Human Centric Branding developed the strategic naming platform, facilitated the participatory decision-making process, and led the complete brand development – from naming and stakeholder alignment through to the corporate design system and brand film.

Solution

  • Name as a statement: Instead of a purely functional school name, we developed the concept of a “brand identity with a face”.
  • The idea: Margot Käßmann as namesake and patron. She is Germany’s best-known Protestant theologian, a strong voice for social cohesion, and a credible advocate for social professions.
  • The process: Strategy development based on our SENSUS methodology. Definition of factual evaluation criteria and facilitation of a multi-stage voting process involving all 600 students and teachers. The result: a unanimous decision.

Corporate Design

  • Symbolism: The logo combines the initials of the namesake with Diakonie’s crown cross.
  • System: A modular design system with three colours representing the three supporting organisations.
  • Content: A brand film featuring Dr Margot Käßmann conveys the brand authentically and credibly.

Success

  • Uniqueness: Germany’s first Margot Käßmann School. High media attention.
  • Identification: A committed patron as a meaningful role model for the predominantly female student body.
  • Culture: Naming as a cultural catalyst: from a complex merger to a sense of “we”.
  • Efficiency: The SENSUS methodology created confidence and accelerated the process.

Conclusion

Naming is leadership. The name “Margot Käßmann School” is anything but comfortable in the church education context.
It is clear, visible and polarising – and that is precisely why it is right.
Human Centric Branding prepared this bold step strategically and facilitated it with confidence. The participatory approach built trust and made the naming process the cultural starting point for the new school.
This is how a merger grew into a shared identity.

Case highlights:

Orientation

1. Stock-Take

It all starts with a precise analysis: where does the brand stand today? What messages is it sending—and do they actually land with the intended audiences? We make visible whether external perception matches internal intention.

2. Exposing Communication Gaps

SENSUS reveals where communication between brand and consumer breaks down. Which signs, codes or messages are missing their mark? Where do misunderstandings or misinterpretations arise?

3. Cross-Channel Perspective

We examine the brand across all relevant channels—digital, analogue and direct contact—ensuring messages are consistent throughout.

4. Collaborative Approach

Our approach is cooperative: we don't impose solutions, but work together with all relevant stakeholders. By involving everyone, we create shared understanding and broad acceptance of results—driving change processes that are supported by all.

5. Foundation for Development

The outcome is a clear, holistic picture of the status quo. On this basis, strategic decisions can be made and brands developed with purpose—with clarity, commitment and clear direction.