Industry
Healthcare
Year
2022
Huis van Bé
A health campaign meant for mindful aging.
Background information
Client
Buurtzorg
Timespan
+-
2 months
Services
Animation, Graphic design, Campaign design
Agency
Freelance
Scope
Buurtzorg Amersfoort reached out to develop a new health campaign for eldery in their neighbourhoods, encouraging them to stay active and independent. This helps them remain fit and mobile.
For this project, it was essential to develop an independent identity so that the program could continue to be adopted even without funding from Buurtzorg after its rollout. This approach ensures the campaign's longevity and enhances its impact, thereby promoting greater awareness of elderly health.
For this project, it was essential to develop an independent identity so that the program could continue to be adopted even without funding from Buurtzorg after its rollout. This approach ensures the campaign's longevity and enhances its impact, thereby promoting greater awareness of elderly health.
Mascot design
So who's Bé? That was one of the first questions for this project. The answer was surprising and opened the doors to the opportunity to work on a mascot for this campaign. Bé comes from the Dutch "Bewegen", which stands for "mobility & movement".
Psychology teaches us that if we show positive behavior, people are likely to adopt the desired behavior. That's why Bé is meant to be a bright & uplifting character, who seizes the day and is determined on staying active and independent. He is an example for most eldery people and shows how they all are able to maintain fit.
Psychology teaches us that if we show positive behavior, people are likely to adopt the desired behavior. That's why Bé is meant to be a bright & uplifting character, who seizes the day and is determined on staying active and independent. He is an example for most eldery people and shows how they all are able to maintain fit.
User-centered approach
For the campaign identity itself, there were several books, flyers, animations and even roll-upbanners to be developed. In order
to maintain continuity in campaign resources a brand identity guide was created.
Since the target audience are eldery people, one of the choosen main fonts used in this project is "Atkinson Hyperlegible". This font was developed by the Braille Institute, as a font which is easy to read even for people with a handicap. Since eldery people often have trouble reading small texts, this font makes it a lot easier for them. Another font choosen is Unisans W01, since it is a rounded type, which gives it a playfull and friendly character.
Overall the style of the brand is friendly, a bit playfull, user-centered, easy on the eyes, bright & uplifting.
to maintain continuity in campaign resources a brand identity guide was created.
Since the target audience are eldery people, one of the choosen main fonts used in this project is "Atkinson Hyperlegible". This font was developed by the Braille Institute, as a font which is easy to read even for people with a handicap. Since eldery people often have trouble reading small texts, this font makes it a lot easier for them. Another font choosen is Unisans W01, since it is a rounded type, which gives it a playfull and friendly character.
Overall the style of the brand is friendly, a bit playfull, user-centered, easy on the eyes, bright & uplifting.
Some of the logos that didn't make the cut.
Logo exploration
The logo opens up the world of Bé. It is meant to be used in various media. Overall the feeling of the logo had to tie back to the eldery living in their own homes and give a "positive" feeling about the future.
There was this idea about elderly people looking outside and/or working in the garden. The life outside seems to fascinate people. Consequently, one of the main elements of the logo became a sun, because no matter what happens, the sun always brings joy, warmth, and positive feelings.
There was this idea about elderly people looking outside and/or working in the garden. The life outside seems to fascinate people. Consequently, one of the main elements of the logo became a sun, because no matter what happens, the sun always brings joy, warmth, and positive feelings.
Campaign identity
The campaign identity is self-contained but can still be traced back to its founders, Buurtzorg, by some of its traits, such as the blue color.
Bringing a story to live
In order to introduce the character of the campaign and the world it is living in, we started to develop an animation. Although this world looks a lot more abstract, it definitely has some similarities to our world!
But before the animation was made, it all started out as a storyboard. This storyboard was co-created by using a brainstorm technique called "filling in the gaps". This way we made sure to prioritize the right activities to show and give the mascot it's bright character.
The animation itself is a combination of both 2D & 3D techniques, to give the world of Bé more depth and to make the character come to live.
But before the animation was made, it all started out as a storyboard. This storyboard was co-created by using a brainstorm technique called "filling in the gaps". This way we made sure to prioritize the right activities to show and give the mascot it's bright character.
The animation itself is a combination of both 2D & 3D techniques, to give the world of Bé more depth and to make the character come to live.
This campaign identity enables the campaign’s longevity and makes Bé’s message really come to live!
The final identity of the health campaign.
Personal note
I especially enjoyed working on the mascot design and the logo. The logo opens up the world of Bé, suggesting that there is room to explore even more about Bé and its surroundings. The mascot, Bé, is a very abstract figure, which we wanted to bring to life. This proved to be a challenge, but overall, I feel like we achieved it quite well.
