Der
Brief:
For the association in:relation, we developed a clear and calm brand identity that makes a complex topic understandable. Strategy, corporate design, and website are seamlessly integrated, creating a consistent foundation for growth, visibility, and trust.
Our
Role:
Brand strategy, corporate design, website concept & implementation
Year:
2022
WEB:
"A topic with real depth needs a form that provides orientation – not one that intimidates."
Why do we enjoy this project so much?
in:relation addresses a central societal issue: relationships, trauma, and the nervous system. The content is scientifically sound and emotionally profound. What was missing was a clear translation between content and external impact – for teachers, social service agencies, and healthcare professionals alike.
At the heart of our work was a simple idea: relationships are the foundation for development. We built everything on this – positioning, tone of voice, target group structure, and content.
The visual system follows the same principle: tranquility inspires trust. A reduced color palette, clear typography, and ample white space. A design that provides orientation without being obtrusive.
This framing determined everything: the brand story, the language, the packaging, the visual system, and the entire Shopify store. The customer journey follows a simple logic: Understand → Trust → Buy.
The fact that Yorokani won the German Design Award and the German Innovation Award in 2022 shows that the concept has worked. Design and function are not mutually exclusive – they reinforce each other. That is the lesson we learned from this project.
