Freistil コーポレートアイデンティティ by Ina Oakley is a highly esteemed winner of the very prestigious 2025 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.

銅グラフィック· 2025

Freistil コーポレートアイデンティティ

by Ina Oakley

Client: Freistil Praxis Caspary

A' Design Award 銅賞 Winner in グラフィック Category

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Colors

The Design

About Freistil コーポレートアイデンティティ

Freistilは、理学療法クリニックのために制作されたコーポレートアイデンティティです。名刺、バナー、ユニフォーム、ウェブサイトなど、印刷媒体からデジタルメディアまで幅広く展開されています。Freistilという名称は「自由なスタイル」を意味し、患者一人ひとりに合わせて選択される柔軟な治療法を表しています。イラストレーション要素が伝統的な職人技と現代的な発想を結びつけ、伸縮効果を用いたテキストベースのロゴが動きと開放感を表現しています。カラースキームには、パープル、コーラル、オフホワイト、ブルーを採用。上質な紙とサステナブルな素材を厳選し、可能な限り地域のサプライヤーを起用しました。

The Recognition

About the A' Design Award 銅賞

Freistil コーポレートアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Freistil コーポレートアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Freistil コーポレートアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
Dimensions & Packaging: Business cards (85 x 55 mm) and banners (3 m x 1 m) use designs reflecting the brands values: modern, fresh, and quality driven.

For clothing articles such as sweaters, beanies and bags, the finest available sustainable materials and premium organic fabrics were used. These ensure not just comfort but also a sense of responsibility.

Web design was made in XD and programming was based on WordPress.
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.
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.
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.
Patents: buero inaoakley, 2024
Team Members: Ina Oakley and Anne-Marie Bayer
Image Credits: Mockup Maison, Adobe Firefly and Nastasic