Francis Brand

CLIENT - ASSIGNMENT - GOAL

De Mantelzuster is a one-person start-up offering freelance caregiving services. The founder wanted to establish a professional presence in a growing market by creating a visual identity that reflected the personal nature of the care provided. The assignment included designing a logo, business cards, a brochure, and a stamp.

The visual materials needed to convey trust, warmth, and compassion which are the values at the core of the service. The brochure played a central role, as it would be physically distributed in the waiting rooms of various GP offices and healthcare practices.

The main objective was to build local brand awareness and make a strong, professional first impression. The look and feel had to be approachable and human, while also conveying reliability and clarity.

CHALLENGES - MY ROLE - PROCESS

A key challenge was finding the right balance between professionalism and empathy. The design needed to be trustworthy enough for a healthcare context, but also warm and personal enough to reflect the client's one-on-one approach. Another important aspect was ensuring that all touchpoints, logo, print materials, and stamp, were stylistically consistent, despite being used across different formats.

As the graphic designer, I was responsible for the entire creative process. I began by gathering inspiration and analyzing competitors in the care sector. I created moodboards around themes such as calmness, attention, and human connection. Together with the client, I determined the visual direction through multiple feedback rounds.

Once we agreed on the overall style, I developed several concepts for the logo, business cards, brochure, and stamp. These were refined iteratively until we arrived at a final design that matched the client’s values and vision perfectly.

RESULTS - IMPACT - REFLECTION

The end result was a complete and recognizable visual identity, with a logo that communicates care, trust, and dedication. The brochure featured a calm and clean layout, complemented by personal photography and clear, accessible language. All materials were received with enthusiasm by both the client and their first users.

Within three months of brochure distribution, the client noticed an increase in inquiries via local healthcare providers. Several new clients mentioned picking up or seeing the brochure in a GP waiting room. The recognizable branding also contributed to stronger word-of-mouth referrals.

What I learned from this project is how powerful a consistent visual style can be in building trust, especially in sectors where care and personal contact are central. I also saw how valuable it is to truly listen to the client and co-create a brand that feels authentic and aligned with their purpose.