Buro J.A.Z.Z.: a brand that brings calm
- Client
- Buro J.A.Z.Z.
- Industry
- Youth care and outpatient support
- Services
- Complete branding · Website · Collateral
- Year
- 2022
The challenge
Buro J.A.Z.Z. provides youth care and outpatient support, with no fewer than 14 different forms of help. A broad and valuable offering, but also a complex story to tell.
The people who come to Buro J.A.Z.Z. are often parents in the middle of a difficult period. They have no need for jargon or a complicated website. They want to know quickly whether they are in the right place. The brief: a complete identity and a website that radiate calm and trust, where every form of help is easy to find. No form of treatment could be allowed to get lost.
The approach
Identity
Youth care calls for calm. That is why we chose a soft turquoise as the main colour, along with round, open shapes. The result feels approachable, but never childish. It speaks to parents while staying professional enough for referrers and partners.
Language
In the copy, too, we chose the language of the parent. We let go of the jargon.
Website
For the website, we brought the 14 forms of help down to four clear entry points. Organised not by how the organisation works internally, but by how a parent searches. That way everyone quickly finds the right help, without wading through a long list first.
Collateral
Finally, we carried the identity through to all collateral, such as letterhead and business cards, so Buro J.A.Z.Z. shows the same calm, recognisable face everywhere.
The result
Buro J.A.Z.Z. now has a brand that fits the work they do: calm, warm and professional. Through four clear entry points, parents quickly find the help that suits their situation, in language they understand. And all 14 forms of help have been given a fair place.
[A concrete result, such as reactions from parents or referrers, more sign-ups via the website, or what the team thought of it.]
“Parents who come to us are already going through enough. Now they feel it straight away: this is the right place.”