What do institutions often get wrong in their external communications?

K: Many institutions communicate from a place of what they are and what they have achieved: the publications they have produced, the awards they have won, and so on. But people want to know what is really happening and who the people behind the institution are. Most institutions don’t show that. The result is communication that doesn’t fully convey the meaning and impact of what we do. People want to see real stories and real faces.

Have the expectations of younger generations changed?

K: Yes, I think they have. Young researchers and professionals are looking for an organisation where they can make a meaningful contribution and grow. They want to know what it is really like to work there: what the culture is like, who the people are, what drives them, how they collaborate, and so on. An institute becomes inspiring when it also shows its human side.

What role does branding play in making an institute feel more human, accessible and attractive?

K: Branding is really about who you are and how you come across. The NKI used to come across as serious and rigorous. The new identity aims to shift that perception. For NKI, that means showing not only our leading position, but also more of our playfulness and boldness. The magic of NKI wasn’t coming through strongly enough in the old branding.

Was there a moment when it became about more than just visual identity?

K: Yes, fortunately, that happened right at the start of the process, when we worked together to define our character and what truly sets us apart. That starting point was crucial to everything that followed.

How does the new identity make NKI feel more human without losing credibility?

K: The new identity combines a clear, confident and playful visual language with space for the people and the real work behind the science. Where science meets inspired minds.

Why was it important to make not only the research, but also the people and working environment visible?

K: Research can feel abstract until you see who is doing it and why. The strength of NKI lies not only in its results, but in the dedication of the inspired minds who work on them every day. We want to show NKI as an organisation full of talent, passion and collaboration. That helps attract new people while also strengthening the sense of pride among those who already work here.

We also created a short form video series, what does this add to the identity?

K: We want to capture the energy of the lab, the passion of a researcher and the atmosphere of collaboration. Video communicates that more directly than almost anything else. And by filming people in their own environment, without too much preparation, you get something that feels genuine. It will also help us attract new talent in the future.