Freistil

Corporate Identity for Freistil Praxis Caspary

Freistil is a thoughtfully developed visual identity that blends traditional values with a modern look. Designed for both print and digital media, it reflects the established character of the practice as well as its open, forward-thinking approach. The word Freistil stands for flexible, individual treatment methods. A concept that is also expressed visually through flowing forms. The design is complemented by illustrative elements and a dynamic logo that convey ideas such as movement, adaptability, and openness in a subtle and approachable way.

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Freistil by Ina Oakley

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Corporate Identity by Ina Oakley

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Ina Oakley Freistil

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Ina Oakley Corporate Identity

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Freistil Praxis CasparyBrand Logo

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Unique Properties

The challenge of the project was to create a complete new corporate design for print and web reflecting the both the character of the established practice and the new energy being brought to it. The new name chosen for the relaunch was Freistil. This translates literally as a free style. For the new owner Katrin Caspary, this meant that although the desired results of any treatment are known, the way to achieve these is variable and depends on the capabilities and limitations of each customer. Katrin Caspary and her expert team blend traditional and modern therapies, creating tailored treatments for individual needs. Freistil is a place for recovery, inspiration, and well-being, where patients are encouraged to breathe freely, embrace new perspectives and heal.

Tags

Health, Openminded, Rethinking, Modern, Tradition, Freedom

Production Technology

Fine papers and sustainable materials were chosen to reflect the quality of the Freistil brand. These align with the spirit of our times. Modern, open and fresh. Wherever possible, local suppliers and partners where used. Each piece tells a story. One of care, respect for the environment, and dedication to creating something truly special. The focus on quality isn’t just a strategic decision. It’s a heartfelt expression of authenticity.

Design Challenge

The established practice had loyal older clients but struggled to attract younger people. Updating the concept to appeal to both groups was key. This required a fresh brand identity, improved communication (possibly via social media), and motivating the team to embrace change. Maintaining trust while introducing modern elements was essential for success. The design needed to appeal to both young and old and to lower the perceived barrier to becoming more active.

Project Duration

The project started in february 2023 and finished in september 2023 near of Cologne in Germany.

Operation Flow

In order to reflect the motives of movement, flexibility, freedom, and the combination of modern approaches and traditional methods, the design uses both illustrative elements and a dynamic text based logo. The color scheme of purple, coral, off-white, and blue represent creativity, freshness, and competence. The illustrations link traditional craftsmanship with modern ideas, while the logo's stretch effect symbolises both movement and the modern open approach of the practice.

Research

Our goal was to blend tradition with modernity. Katrin took over a well-established practice that had been successfully run for 15 years. While the existing customer base was strong, attracting younger clients was crucial. The new concept needed to appeal to all ages and engage the team. To achieve this, I researched modern and traditional practices in books and online. Additionally, I spoke with locals and interviewed them about their methods.

Inspiration

The client took over an existing traditional physiotherapy business and wanted to bring her own style and energy to it. This freshness, together with her mission to get people active and moving, served as inspiration for Freistil’s corporate design: modern and innovative while at the same time reflecting the tradition of the craft.

Image Credits

Mockup Maison, Adobe Firefly and Nastasic

Project Overview

Freistil Corporate Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Ina Oakley was recognized with the coveted Bronze A' Design Award in 2025, a testament to excellence of their work Freistil Corporate Identity.

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