The new Dutch Youth Care Act came into force on 1 January 2015. Youth care is now wholly the responsibility of the municipal councils. We developed a new positioning, name and visual identity for the continuation of Bureau Jeugdzorg Stadsregio Rotterdam (Rotterdam Urban Region Youth Care Bureau).
The rights of the child formed the basis for the positioning. We redefined the core values as reliable, responsible, connective and inventive. To a new, functional name, we added an emotional descriptor: Jeugdbescherming Rotterdam Rijnmond (Rotterdam Rijnmond Youth Protection Service), for the child.