Freistil Altepetlacaitaliztli by Ina Oakley

Freistil Altepetlacaitaliztli by Ina Oakley is a highly esteemed winner of the very prestigious 2025 Mahuizolli A' Design Award Bronse in Tlacuilolli, Tlacuilolixiptlaliztli ihuan Tlachialtlanonotzaliztli Tlachihchihualiztli Competition Category.

BronseTlacuilolli· 2025

Freistil Altepetlacaitaliztli

by Ina Oakley

Client: Freistil Praxis Caspary

Mahuizolli A' Design Award Bronse Winner in Tlacuilolli Category

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Colors

The Design

About Freistil Altepetlacaitaliztli

Freistil in ītōcā ce tlanahuatilli molcholoālōni tlen ōmochīuh īpampa ce nehnemiliztlapahtiloyān. In tlanahuatilli quipiya āmatlācuilōlli īhuān tlahcuilōlli tlen computlamachtīlli, ihcōn quipiya negocio āmapan, tlapechtli-mahmani, tlaquēntli īhuān se cē huēyi tlahcuilōlpān (website). In tōcāitl Freistil quihtōznequi "tlazohtlaliztli mocuepani" īhuān quīxnēxtia in cualli pahtiliztli tlen mopēhualtia īpampa cē cē cocoxqui. Tlācuilōlmachiyōtl quisālōa in huēhuetlācayōtl īhuān yancuīc tlālnāmiquiliztli, īhuān ce tlahtōlpan machiyōtl (logo) tlen quipiya cē "stretch" tlanextilli quīxnēxtia nehnemiliztli īhuān tlapōhualiztli. In tlapālli tlen monequi: cōztic-tlīltic (purple), tlapaltic-chīchīltic (coral), iztac-cuztic (off-white) īhuān mātlālli. Motlapēhual in cualli āmapan īhuān tlālticpac tlamantli tlen ahmo quitlālīlia in tlālticpactli, īhuān in tlācah tlanāmacaqueh tlen nēhuiān cateh ōmotēquitilihqueh in ōhuel mochīuh.

The Recognition

About the Mahuizolli A' Design Award Bronse

Freistil Altepetlacaitaliztli ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in Freistil Altepetlacaitaliztli ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. Freistil Altepetlacaitaliztli quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.

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