Freistil Tuakiri Umanga by Ina Oakley is a highly esteemed winner of the very prestigious 2025 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

ParahiWhakairoiro· 2025

Freistil Tuakiri Umanga

by Ina Oakley

Client: Freistil Praxis Caspary

A' Design Award Parahi Winner in Whakairoiro Category

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Verified Award Winner

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Colors

The Design

About Freistil Tuakiri Umanga

Ko Freistil he tuakiri umanga i hangaia mō tētahi mahi rongoā tinana (physiotherapy). E hipoki ana te tuakiri i te pāpāho tā me te pāpāho matihiko, tae atu ki nga kāri pakihi, kara whakaatu, kākahu me tētahi paetukutuku. Ko te tikanga o te ingoa Freistil ko te "āhua herekore" (free style), e pā ana ki nga tikanga rongoā ngāwari kua kōwhiria mō ia tūroro. Ko nga waitohu whakaahua e hono ana i nga mahi toi tuku iho ki nga whakaaro hou, ā, ko te waitohu ā-kupu me tōna āhua toro e whakaatu ana i te nekehanga me te tuwhera. Ko te tae kua whiriwhirihia he waiporoporo, karora, mā-parauri, me te kikorangi. I kōwhiritia nga pepa pai me nga rauemi toitū, ā, i whakamahia nga kaiwhakarato ā-rohe i nga wā i taea.

The Recognition

About the A' Design Award Parahi

Ko Freistil Tuakiri Umanga te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Freistil Tuakiri Umanga he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Freistil Tuakiri Umanga i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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