Background
Reaktor approached me to guide the brand strategy and creative direction for the healthcare platform Thuisarts. The task was to define a future-proof vision and creative direction that seamlessly adapts to current touchpoints and scales across a broader future ecosystem.
Client
Thuisarts
Agency Network
Reaktor
Year
2024 / 2026
Team
Fabrizio Di Bon – Creative Director / Client Lead
Jolien Thunnissen – Business Director
Kate Solsten – Designer
Laurine Verweyen – Copywriter
Thomas Rohlfs – Illustrator
Rodrigo Fuenzalida – Typedesigner
Floor van Riet – Ux Design
Thuisarts is the Netherlands’ leading health information platform, reaching nearly 80 million visits annually.
As the platform scales, so does the complexity. Fragmented touchpoints, rising expectations, and the rapid emergence of AI makes it clear: Thuisarts needs a unified, future-facing vision that can align every channel and product.
Over an in total 16-month trajectory, I guided the organisation in defining that direction. From shaping the overarching business and brand strategy to leading hands-on workshops and developing a cohesive identity system. Leading a multidisciplinary team of strategists, designers and developers, we built a foundation designed to scale, adapt and stay relevant in a fast-evolving healthcare landscape.
Brand Existence
Why – No one should be left with a health concern for too long
At Thuisarts, we believe in a healthier world where people feel empowered to make their own choices about their health. Together, we help people take control of their wellbeing, reducing the pressure on healthcare so it stays accessible for everyone.
How – By providing trusted information and supporting self-care
At Thuisarts, we offer expert, reliable and accessible information. Everything we do is focused on empowering people to take control of their own health. Together, we strengthen self-care and work towards a healthier society.
What – Thuisarts is your guide in health
Together with healthcare professionals and our users, we build the go-to platform and trusted source for health information, there for you every day, on every device.
Values
Reliable. Always.
At thuisarts, you find expert, reliable information you can trust, carefully created and always based on up-to-date medical knowledge.
Involved. Together.
Thuisarts works with healthcare professionals and users to ensure our information meets your needs. Together, we keep the platform a reliable partner for all your health questions.
Accessible. To everyone
Thuisarts makes medical information easy to understand and within reach for all. Clear, inclusive, and approachable no matter your background or situation.
Design Principles
Trust in simplicity
Our design language is minimal and clear. We make deliberate choices, using form and language that are purposeful and impactful. This creates a fresh, forward-looking aesthetic without unnecessary complexity.
Better together
People and healthcare professionals are at the heart of our visual language. We choose imagery that captures real emotions, feels grounded in everyday life, and invites people to see themselves reflected in it.
Clear for everyone
We present information in a structured and easy-to-follow way, making it simple to understand. A high-contrast colour palette ensures strong readability and visual clarity across every touchpoint.
Tagline
2026
Thuisarts. The first place you check
2028
Thuisarts. The place you check
At Thuisarts, we set out to make reliable health information instantly accessible and easy to navigate. The tagline captures that promise in a way that feels clear, human and direct.
Built around a simple, familiar behaviour, it puts people first. Whether you have a question, a concern, or just want reassurance, Thuisarts becomes the natural starting point.
2030
Thuisarts. Check
Concise and memorable, the line positions Thuisarts as the first place you turn to. Its rhythm makes it stick and allows it to spread organically, becoming part of everyday language.
Over time, the system is designed to evolve with its audience, gradually distilling the message until only one word remains: check.
Visual Identity – Logo Design
A Logo for Everyone
The Thuisarts logo mark reflects a system built on care and collaboration. It visualises how information flows between people, professionals and the platform.
Rooted in the existing identity, the mark has evolved rather than changed. By building on familiar elements, it remains recognisable and trustworthy for existing users, while opening up space for a more future-ready expression.
Rather than representing fixed roles, the shapes express a continuous exchange. Thuisarts acts as the facilitator, guiding and filtering interactions to surface what truly matters.
The outcome is what counts. Information becomes relevant in context, shaped by need, knowledge and moment. The system adapts, always moving to deliver the right information, at the right time, to the right person.
Visual Identity – Typeface Design
A typeface built for clarity and scale
Together with Rodrigo Fuenzalida from Fragtype, we developed a custom typeface to unify the Thuisarts experience across every platform and touchpoint.
Designed for simplicity and readability, the typeface performs effortlessly in long-form content, while retaining enough character to stand out in more expressive contexts such as out-of-home communication.
Spanning from Thin to Black, the type family offers the flexibility to support both calm, information-driven interfaces and more distinctive brand moments.
Visual Identity – Graphs and numbers
Visual Identity – Illustration style
An illustration style that bridges generations
Together with the Dutch illustrator Thomas Rohlfs, we developed an illustration direction that connects with both younger and older audiences.
The style takes cues from the visual language of ’70s and ’80s comic books, creating a sense of familiarity for older users, while feeling fresh and distinctive for a new generation.
By balancing nostalgia with clarity, the illustrations remain approachable, expressive and easy to understand. They support the content without overwhelming it, helping people quickly recognise situations and navigate information with confidence.
Platform
A Digital Platform Revamp
Skills
Brand Identity Design
Brand strategy
Brand storytelling
Co-creation
Creative direction
Digital design
Design systems
Experience design
Film direction
Graphic design
Product development
Photography direction
UI / UX
Team
Brand Designer
Copywriter
Art Director
Motion Designer
Ux Designer
Ui Designer
Typedesigner
Illustrator
Credits
Agencies
Reaktor