Remedica is a health-education organization dedicated to delivering scientifically grounded, accessible and empathetic guidance across a diverse healthcare landscape. Following an in-depth strategic session with the founders, I was commissioned to develop a renewed brand identity, a certification mark, and an extensive suite of communication assets. This included materials for digital channels, print applications and a dedicated event campaign celebrating Remedica’s 40-year anniversary. The new identity needed to express reliability, clarity and warmth; while establishing a distinctive presence within an increasingly homogenized healthcare sector. Strategic Foundation Audience and value mapping revealed five core brand pillars. Together they form the brand’s narrative, its visual language and its behavioral cues. - Guidance Helping people navigate an increasingly complex healthcare system. - Inspiration Across Generations Encouraging informed decision-making for all ages. - Operational Relief Supporting healthcare professionals by taking over the educational burden. - Reliable Product Recommendations Transparent, evidence-based curation supported by a proprietary certification mark. - Scientific Integrity Every piece of communication is validated by domain experts and current research. Audience Architecture Remedica serves three interconnected audiences: commissioning parties (B2B), intermediary professionals (B2P), and the general public (B2C). A comprehensive audience architecture was developed to understand the full spectrum of Remedica’s stakeholders. Through qualitative analysis, behavioral mapping and value-based segmentation, each audience group was examined in detail: their motivations, expectations, pain points, and communication preferences. This included healthcare professionals, patients and caregivers, corporate partners, and the broader public seeking trustworthy medical information. By identifying what resonates with each group — and equally, what disengages them — clear behavioral patterns and emotional drivers emerged. From this, I distilled the shared denominators across all segments: a need for clarity without oversimplification, authority without arrogance, accessibility without losing scientific rigour, and emotional reassurance grounded in factual accuracy. This cross-audience overlap formed the strategic backbone of the identity. It ensured that the visual and verbal system could flex across diverse contexts while maintaining a consistent sense of trust, empathy and expertise. Market Positioning The healthcare communication sector is dominated by rounded forms, soft pastels and predictable blue–pink palettes. While accessible, these styles often blend into one another, making visual distinction increasingly difficult. Recognizing this saturation created a strategic opening for Remedica: an identity that preserves the trustworthiness expected within healthcare, yet advances it through a more contemporary and human-centered expression. The resulting positioning balances scientific rigour with empathy, allowing the brand to stand apart without stepping outside the boundaries of credibility within the healthcare industry. Visual identity System The final colour palette was constructed around a refreshed version of Remedica’s existing skin-tone hue, previously too muted to stand out. This updated Human Tint became the emotional cornerstone of the palette: warm, inclusive and grounded in Remedica’s personal approach. Around this tint, I developed a set of interlocking colors with distinct functional and symbolic roles. The photography framework is built around three complementary pillars that together express Remedica’s human-centered philosophy. Imagery of healthcare specialists is captured in authentic working environments, using clean compositions and gentle depth of field to convey warmth, expertise and approachability. A second pillar focuses on workshops, emphasising participation and real interaction through dynamic angles and atmospheric depth, resulting in visuals that feel lived-in rather than staged. The product-focused imagery situates certified items in realistic, human contexts, using soft lighting and warm tones to communicate care, quality and trust across audiences. The typographic system pairs a modern, highly legible sans serif for body copy with a bold, contemporary display type for titles and statements. The primary typeface offers clarity, balance and a subtly human warmth, ensuring readability across both digital and printed educational materials. The secondary typeface introduces confident geometry softened by rounded details, projecting authority without harshness. Together, they form a cohesive hierarchy that reinforces Remedica’s commitment to professionalism, accessibility and human-centered communication. Behavioral & Psychological Foundations The redesign is grounded in behavioral and psychological principles that influence how audiences process healthcare information. By establishing consistency in tone, form and narrative structure, the identity creates a stable cognitive environment—one in which users can intuitively recognize expertise and feel supported by it. Drawing on research into patient perception, professional trust-building and educational communication, the system employs deliberate sensory cues: softened geometric forms to reduce perceived rigidity, human-centered colour values to signal empathy, and documentary-style photography to reinforce authenticity and credibility. Together, these elements construct a visual language that is not only aesthetically cohesive but psychologically attuned—evoking reliability, warmth and professional assurance across all audience groups. Outcome The resulting rebrand positions Remedica as a credible, contemporary and empathetic authority within the healthcare education landscape. The identity reinforces confidence among major pharmaceutical partners, supports healthcare professionals in their day-to-day practice, and makes health information more accessible for the general public; without compromising scientific integrity.

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Cover image for ProfiPets specializes in tailored, grain-free

ProfiPets specializes in tailored, grain-free nutrition for dogs, with future ambitions to expand into cat food. The founders approached me with a clear challenge: their existing visual identity no longer reflected the quality, care and personality of their product. They sought a refreshed, more professional brand expression; one that felt vibrant, contemporary and aligned with the emotional world of modern pet owners. Strategic Foundation Following an initial audit of their brand assets and positioning, I conducted audience research to understand the expectations, emotional triggers and aesthetic preferences within the premium pet-care market. From this research, a chromatic system was developed that could appeal equally to pets (through high-contrast, behaviourally informed hues) and their owners (through warm, trustworthy tones). This dual focus created the foundation for an identity that feels playful yet credible: a balance crucial to the category. Conceptual Direction During the concept phase, I explored how the brand could express its core promise: personalised nutrition rooted in expertise. The turning point came when analysing the structural repetition within the name ProfiPets: the two “P’s” offered a natural geometric pairing. These mirrored forms became the basis for a distinctive emblem that visually unites dogs and cats within a single mark. In this emblem, the mirrored “P’s” subtly reference the silhouettes of both animals, symbolising the brand’s commitment to serving multiple species with equal attention and care. As an abbreviation of the company name, the emblem is both mnemonic and emotionally resonant. Visual Identity System The emblem is constructed on the same geometric logic as the chosen type family, ensuring coherence across the visual system. Despite its playful character, the mark retains structural precision, reflecting the balance of warmth and professionalism at the heart of the brand. Its rounded forms introduce a soft, cheerful tone, making the identity approachable and friendly. In contrast, the geometric underpinning provides clarity, stability and a high-quality presence. This duality allows ProfiPets to position itself as both caring and expertly crafted: a brand rooted in affection while driven by precision. Outcome The resulting identity gives ProfiPets a recognisable, scalable and future-proof visual system. It supports their current dog-food offering while seamlessly accommodating their upcoming expansion into cat nutrition. The refreshed brand is confident, consistent and ready to grow with them.

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Organon is a global healthcare company with a strong focus on women’s health. One of its flagship public-facing initiatives is Anticonceptie.nl (http://Anticonceptie.nl), the Netherlands’ most widely consulted online platform for information on contraception. The platform functions as an authoritative and accessible resource, offering evidence-based guidance on contraceptive methods, effectiveness, side effects and decision-making support. Scope & Roll For the redesign of Anticonceptie.nl (http://Anticonceptie.nl), Organon commissioned Happy horizon to develop a completely renewed website, including its visual identity and digital experience. Within this multidisciplinary team, my role was to translate complex medical and educational content into a coherent visual language through illustration and animation. Visual System & Motion Design The illustrations were developed to clarify and humanize a wide range of sensitive and information-dense topics across the platform. Following positive client feedback on the static visuals, I proposed extending the system into motion by introducing short, looping animations. This approach was adopted across the site, allowing all illustrations to be animated in a subtle and functional manner. The resulting motion design enhances comprehension, adds rhythm to the interface and contributes to a more engaging, contemporary user experience without detracting from the platform’s informational credibility.

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Costa del Son is a summer festival that blends electronic music with Mediterranean heritage and a distinctly refined aesthetic. Strategic Foundations The development of Costa del Son’s brand identity commenced with a series of in-depth strategic conversations. These sessions were aimed at articulating the client’s ambitions, cultural references and long-term positioning goals. By consolidating these insights, a research-driven foundation was established to guide the visual and conceptual direction of the festival. From the outset, the identity was intended to reflect Spanish culture, embedded directly in the name Costa del Son. Rather than referencing sol alone, son points to both musical rhythm and the specific location where the festival takes place. This linguistic nuance set the tone for a concept that balances place, sound and atmosphere. Extensive visual and historical research followed, with particular focus on the work of Antoni Gaudí and the broader Art Nouveau movement. Within this field, Catalan Modernism emerged as the most relevant stylistic framework: a design language characterised by organic forms, expressive typography, ornamental detailing and a vibrant yet earthy colour palette. Cultural & Visual Research Catalan Modernism provided a rich visual vocabulary aligned with the festival’s desired atmosphere. Typical colour associations such as turquoise, golden yellow, terracotta and warm orange are deeply rooted in Gaudí’s architectural work and Mediterranean culture. Equally important were the movement’s playful imperfection, hand-crafted qualities and mosaic structures, which introduce a sense of tactility, fantasy and subtle surrealism. While these references informed the visual language, not all extremes of organic expression were adopted. A deliberate balance was sought between expressiveness and refinement, allowing the identity to feel artistic and festive while retaining a sense of elegance. Concept Development & Direction Based on the research outcomes, two distinct visual directions were developed and presented through visual moodboards and concepts. This approach allowed for informed decision-making while creating space for dialogue around preference, resonance and brand fit. The client selected the direction titled Gaudí Chique. This concept forms the visual backbone of Costa del Son and translates Gaudí’s rich visual world into a more refined, contemporary festival identity. Where the alternative direction aligned more closely with conventional festival aesthetics, Gaudí Chique offered a differentiated expression that combines luxury, warmth and celebration. The inclusion of warm yellow tones reinforces the symbolic importance of the sun as a central festival element, while the slightly more restrained forms support the ‘chique’ aspect without sacrificing energy or vibrancy. Market Positioning Within the contemporary festival landscape, particularly in summer and electronic music contexts; visual identities often converge around colorful gradients, geometric sans-serif typography and digitally polished aesthetics. While effective, this approach frequently results in limited distinction. Costa del Son consciously diverges from this pattern. By drawing from Gaudí’s ornamental language and investing in a sustainable, recognizable visual system, the festival positions itself as distinctive, stylish and culturally rooted within an otherwise uniform market. Festivals such as Solar Weekend, Wildeburg, Into the Woods and Down The Rabbit Hole demonstrate that a strong and consistent visual identity can endure for years without relying on short-lived trends. Costa del Son follows this same philosophy: an identity designed to last, requiring only subtle refinement over time rather than complete reinvention. Visual Identity System The colour palette was developed to express warmth, rhythm and Mediterranean richness while maintaining versatility across applications. Core colors include Sangeria Sol (red), Flamenco Blush (light pink), Ocean Breeze (light blue), Golden Siesta (yellow) and Saffron Beat (orange), balanced by neutral tones such as White Rhythm (white), White Palma (off-white) and Andalusian Night (black). Together, these colors create a dynamic yet harmonious system that reflects both festivity and culture. Typographically, the system balances clarity and character. A modern sans-serif typeface is used for functional communication, ensuring readability across digital and print environments. This is complemented by a decorative secondary typeface inspired by Art Nouveau, applied selectively in headlines and editorial accents to evoke Gaudí’s expressive spirit without overwhelming the layout. Logo Design & Symbolism The Costa del Son logo is constructed from four conceptual pillars: Spain, festival culture, Gaudí and chique refinement. Typography and illustration merge into a single system, with custom-drawn letterforms reinforcing the handcrafted quality of the identity. Visual elements within the logo include a semi-circular form referencing a Spanish fan or the sun; a flowing underline that represents music and festival movement; a salamander or dragon symbolising Gaudí’s architectural motifs; and a typographic ligature that conveys elegance and cohesion. The logo system was delivered in three variations: a primary illustrated logo, a secondary wordmark and a tertiary sticker-style version for flexible application. Brand Assets & Applications Beyond the core identity, a comprehensive suite of brand assets was developed. These include social media templates for DJ announcements, animated feed and story formats for ticket sales and sell-out updates, as well as a modular set of graphic elements. Additional assets such as Spanish tile patterns, ornamental mosaics and a reusable arched frame further extend the identity across different touch points. Together, these elements ensure visual consistency while allowing creative freedom across communication channels. Outcome The resulting brand identity positions Costa del Son as a culturally grounded yet contemporary festival brand. By translating Catalan Modernism into a refined, festive visual system, the identity establishes long-term recognizability, emotional resonance and stylistic distinction, allowing Costa del Son to function not merely as an event, but as a brand with its own enduring visual language.

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Visual & Motion Brand Designer