{"id":2632,"date":"2026-01-16T10:13:29","date_gmt":"2026-01-16T09:13:29","guid":{"rendered":"https:\/\/human-centric-branding.de\/case-study-margot-kaessmann-schule\/"},"modified":"2026-03-11T11:34:54","modified_gmt":"2026-03-11T10:34:54","slug":"case-study-margot-kaessmann-schule","status":"publish","type":"page","link":"https:\/\/human-centric-branding.de\/en\/case-study-margot-kaessmann-schule\/","title":{"rendered":"Case Study: Margot-K\u00e4\u00dfmann-Schule"},"content":{"rendered":"\t\t
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Naming
Margot K\u00e4\u00dfmann School<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"margot-kaessmann-schule-human-centric-branding-001<\/figure><\/div>
\"margot-kaessmann-schule-human-centric-branding-002<\/figure><\/div>
\"margot-kaessmann-schule-human-centric-branding-003<\/figure><\/div>
\"margot-kaessmann-schule-human-centric-branding-004<\/figure><\/div>
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Naming is leadership: How three schools became a values-driven brand.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Starting point<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The three vocational schools of Diakonie Rotenburg merged to form the region\u2019s largest training centre for nursing, health and social care.<\/p>\n

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.<\/p>\n

The goal: an identity that conveys competence and trust \u2013

for training with a future.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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. <\/p>

As a major employer and a pillar of skilled labour development in northern Lower Saxony, expectations for the new brand were high.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Our role<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Human Centric Branding developed the strategic naming platform, facilitated the participatory decision-making process, and led the complete brand development \u2013 from naming and stakeholder alignment through to the corporate design system and brand film.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Solution<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • Name as a statement:<\/strong> Instead of a purely functional school name, we developed the concept of a \u201cbrand identity with a face\u201d.<\/li>
  • The idea:<\/strong> Margot K\u00e4\u00dfmann as namesake and patron. She is Germany\u2019s best-known Protestant theologian, a strong voice for social cohesion, and a credible advocate for social professions. <\/li>
  • The process:<\/strong> 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. <\/li><\/ul>
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    Corporate Design<\/strong><\/p>

    • Symbolism:<\/strong> The logo combines the initials of the namesake with Diakonie\u2019s crown cross.<\/li>
    • System:<\/strong> A modular design system with three colours representing the three supporting organisations.<\/li>
    • Content:<\/strong> A brand film featuring Dr Margot K\u00e4\u00dfmann conveys the brand authentically and credibly.<\/li><\/ul><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Success<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      • Uniqueness:<\/strong> Germany\u2019s first Margot K\u00e4\u00dfmann School. High media attention. <\/li>
      • Identification:<\/strong> A committed patron as a meaningful role model for the predominantly female student body.<\/li>
      • Culture:<\/strong> Naming as a cultural catalyst: from a complex merger to a sense of \u201cwe\u201d.<\/li>
      • Efficiency:<\/strong> The SENSUS methodology created confidence and accelerated the process.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        Conclusion<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        Naming is leadership.\nThe name \u201cMargot K\u00e4\u00dfmann School\u201d is anything but comfortable in the church education context.
        It is clear, visible and polarising \u2013 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.\n<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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