‘Nierkracht’ as the new strategic positioning of the Kidney Foundation and Kidney Association

Positioning

The core concept within the developed repositioning is ‘Nierkracht’ (Kidney Power). Nierkracht stands for a more activist and optimistic brand. Nierkracht is formed by the combined strength of patients, volunteers, employees, donors, science, and medical professionals, as well as the public who participate in fundraising collections. United forces for one goal: preventing kidney damage, contributing to healthy kidneys, and improving life with kidney disease. Nierkracht is the motivation to make a difference.

This positioning was only strengthened by the intensified collaboration between the previously separate Kidney Foundation and Kidney Association. This brings fundraising and patient representation together, working towards one goal.

The repositioning was necessary because the Kidney Foundation wanted to distinguish itself more sharply within the changing ‘donation landscape’. Research consistently showed that the Kidney Foundation was mainly perceived as knowledgeable and reliable. While this is positive, it is not very distinctive.

Meanwhile, the Kidney Foundation is also inherently innovative and activist. The drive to make a difference is in the DNA of both the Kidney Foundation and the Kidney Association, but this was not sufficiently known. For example, the Kidney Foundation was one of the driving forces behind the new donor law introduced in 2020 and is closely involved in developing a portable artificial kidney. Nierkracht is the manifesto of this activist DNA.

Visual Identity

With Nierkracht, the Kidney Foundation and Kidney Association present not only a shared positioning but also a joint visual identity, designed around the pillars of activating, informing, and connecting. The identity strengthens their social mission, from prevention to patient advocacy, and visually unites activism and connection.

The logo is a powerful wordmark that subtly incorporates a kidney shape. The rough, robust typography emphasizes the activist tone. The colors of both organizations are distinctive yet related: red, yellow, black, and white for the Kidney Foundation; blue, red, black, and white for the Kidney Association. Both palettes are supported by a shared, flexible secondary color system.

Photography emphasizes authenticity and closeness. Portraits and documentary images show people in their daily reality, natural and full of feeling. The style is empathetic, raw, and respectful, reinforcing the narrative of urgency, solidarity, and human strength. For activist purposes, photography is in black and white, while photography with a connecting character is in color.

Illustrations and icons are primarily used functionally in informative and medical communication. The style is clear, friendly, and recognizable. They help make complex information understandable and align in tone with the visual identity: supportive, people-centered, and accessible.

Nierkracht is a flexible and powerful visual language that touches, activates, informs, and connects. From patient to professional, from policymaker to loved one.

Campaign

The first milestone within the new identity is the campaign ‘Turn a period into a comma.’ It focuses on raising awareness about donating a kidney while still alive. This is a very personal and sensitive subject, where the tone of voice is crucial, but also where the combined strengths of patients, donors, nephrologists, social workers, and living kidney donation coordinators come together.

With this campaign, the Kidney Foundation aims to put living kidney donation on the map. One in ten Dutch people suffer irreversible kidney damage. This can become so severe that dialysis or a kidney transplant is necessary. Living kidney transplantation is the best solution, but the waiting list is long. More than 1,100 kidney patients wait on average 2.5 years for a donor kidney. Each year, about 200 patients receive a donor kidney too late. If more people donate a kidney while alive, the waiting list can be eliminated.

A kidney donation turns a period into a comma

The campaign tells the story of Aman. Aman has only 9% kidney function left when he posts a call for a donor kidney on social media. After a long search, he connects with Akim, who selflessly helps him. The two men turn out to be — literally and figuratively — a perfect match. Aman gets his life back, and his family gets the father back they would have otherwise lost.

In the commercial, we show how this kidney donation turned a period into a comma: not an end, but a new beginning. The kidney shares the same shape as the comma, the symbol that perfectly represents what donation can mean: hope, breathing space, and the chance for a continuation.

What makes the campaign especially powerful is that Aman, as a Hindu, dares to share his personal story. In the Hindu community, organ donation is often taboo; many value keeping the body intact after death for spiritual reasons. By speaking out, Aman breaks not only his own fear but also silent cultural boundaries. He wants to advocate for kidney donation—not out of protest, but out of love for life and gratitude for the chance he received.
The commercial invites us into the struggle and the new chance Aman got thanks to Akim’s donation.

Watch the commercial here:

On the website, Aman and Akim share their side of this special story in more detail.