Case studies
Medscio
Medscio grew out of the COVID pandemic and the daily grind of healthcare: valuable data sat scattered and out of reach, right when it mattered most. Healthcare professionals, data specialists and terminology experts joined forces around one goal: record care data so it’s always unambiguous and instantly usable. Hence the name: Medical Scalable Interoperability.
Together with the founders, we turned that mission into a full visual identity over a few workshops: the wordmark, colour system and type rules that now run through everything, from reports to day-to-day documentation.
Mission
Every strong brand starts with a clear “why.” For Medscio, that wasn’t a tagline. It was a conviction the founders already shared.
Sustainable, data-driven healthcare, where standardisation isn’t an obstacle but a springboard to better care, faster innovation, and above all: care that truly puts people first.
From mission to values
From there, we sharpened that statement together until the core values stood out crystal clear. Everything that followed, including the visual identity, built on those.
Core values
- By and for healthcare professionals
- People-centred innovation
- Solving real problems
- Reliable
The concept
Seven logo iterations later, each exploring a different angle on these values, the choice landed on the concept below.
The logo is packed with layers: the “io” of interoperability, the 1s and 0s of digital data, and the synapse as a symbol for connection and continuity.
The rounded label wrapped around the green “io” carries its own meaning too: it stands for labelling and grouping data, the very thing that makes standardisation possible.
The line with a thickened end and a break represents that synapse: usable horizontally or vertically as a status or active-element indicator.
Colour & type
Colour and type finish the picture: a confident blue and a clean typeface for reliability, with just enough rounding to stay human.
Colour palette: Blue, Green, Dark blue.
Just the beginning
That’s exactly why a good identity system pays off: with clear guidelines, you can carry on yourself, with peace of mind, and without ever falling out of tune.
Medscio's founders proved that almost immediately. Not long after handover, they vibecoded their own website, medscio.nl, straight on top of the wordmark, colours and type rules we’d built together.
Veodi
Veodi is a video production agency founded by three brothers, making livestreams, commercials and video productions for organisations like Rabobank, Gemeente Den Haag, De Giro, VGZ and more.
Together with the founders, I built Veodi’s visual identity: the logo, colour system and tone of voice that now carry the brand forward.
Purpose
Together with the three brothers behind Veodi, I ran a series of workshops to sharpen what the company was really about. We also looked closely at competitors in the same space, so Veodi could stand out instead of blending in.
Our goal is to visualise stories. Together with you, always with a smile.
From purpose to personality
From there, that purpose grew into a set of personality traits, and eventually a slogan that says it all: “Your video partner.”
The logo carries that through too: lowercase and an approachable typeface, with a playful play button as the dot on the i.
Personality
- We do what we promise
- We listen and think along
- We communicate in a friendly, clear way
- With a wink, whenever we can
Brand identity guidelines
After plenty of iterations, one simple visual language won out. A warm gradient, always set on white, became the clear counterpoint to the dark, technical look most competitors were using.
We also decided Veodi would always lead with the human side, never the technical one, and that shows in every choice of imagery on the website.
The typeface finishes the look: sleek and modern, but kept human with lowercase headings and generous rounding.
Colour palette: Violet, Crimson, Dark grey, Grey.
Just the beginning
That’s exactly what a good identity system is for: Veodi could take it from here and build their own website. The guidelines gave clear direction for tone of voice and imagery, and the result is unmistakably their own.
Extend Your Hair
Extend Your Hair has spent more than 15 years earning that trust by inspiring, advising on and fitting hair extensions. The extensions are of premium quality, fitted by qualified staff, and every treatment happens in a space made to feel unique and relaxed. With four salons across the country, in Amstelveen, Den Bosch, Utrecht and Zoetermeer.
I worked on collecting, bringing together and documenting the elements Extend Your Hair already had, so we could then give the visual identity a refresh. Together with the new wordmark, colour palette and typography, everything now comes together in a single source of truth.
Brand guidelines
The wordmark pairs a decorative capital with a light, understated wordmark underneath. Waves run through the identity as a recurring motif.
The palette stays warm and restrained: beige as the calming lead colour, a deeper beige for supporting text, and an ocean-blue accent for freshness, Cinzel for headings and Josefin Sans for body text.
The guidelines also cover the dress code for staff and the ambiance in the room, scent and music, so all four salons unmistakably feel the same.
Colour palette: Beige, Dark beige, Ocean blue.
Solid foundation
The identity is now documented and shows up everywhere the brand does. From the interior of the salons down to the small details, like Extend Your Hair’s own branded luggage.