REBRANDING AND GRAPHIC DESIGN
for
Maak Rimpels
Maak Rimpels connects elderly people in the same neighbourhood, building social ties and supporting mental and physical wellbeing. The concept is needed. But it wasn't reaching the people it was made for. I took on the rebranding: reshaping how the initiative looks, sounds, and feels across all its communication.
Listening first
To understand why, I spoke with people from the target group. The concept resonated. The presentation didn't. The language felt distant. The visual identity felt cold. It didn't feel like something made for them.
Making it feel human
Rather than changing the concept, the focus shifted to how it is communicated. By rethinking tone, language, and visual expression, the initiative becomes more recognisable and relatable.The identity moves away from something institutional towards something warmer, more human, and closer to everyday life.
A welcoming identity
A complete rebranding, including updated language, color, and typography. The new visual system introduces warmth and approachability, helping the initiative feel more accessible and personal. Without changing the name, the project reframes what Maak Rimpels stands for: making it easier for people to recognise themselves in it and take part.
Presentations
Information Design
Flyers
