We started by listening to their team, young parents, and by gaining insights into real-life experiences behind their services. What stood out was the deep emotional connection JGZK builds with families. Whether it's a home visit with a care professional or a reassuring phone call during a newborn’s first fever, JGZK becomes a trusted presence.
We approached the website with a user-first approach — what information is a parent looking for at 3am with a crying baby? How can we help a caregiver looking for particular support when they might not be in their best state? How can we inspire parents and caregivers?
The result is a warm, intuitive visual identity and website structure built around real, recognizable questions from everyday practice. The online and offline materials can easily grow along with JGZK’s evolving needs.
The WordPress content management system makes it easy for staff to update and maintain information themselves. For printed materials, we developed a modular design system that has been used for a wide range of flyers and communications.
The flexible visual language works across both digital and printed materials and has been translated to multiple applications.
The result: a more engaging and reassuring experience for parents, stronger regional brand recognition, and positive feedback from both internal teams and families navigating their care options.
JGZK’s team now has a brand they’re proud to share, families visiting the website feel welcomed and supported, and printed touch points continue the JGZK brand seamlessly. Above all else, this project reminded us that design isn’t just about pixels or code—it’s about trust, empathy, and making people feel just a little more at ease in the moments that matter most.
Illustrations — Milou Trouwborst
Fotografie — Caroline Schröder & Hapé Smeele
