InEen
Positioning & visual identity
How do you align primary care organisations?
Health care is changing at an increasing pace. The Dutch government wants to avoid secondary care treatments if they can be fulfilled as well — or better — by primary care providers such as general practitioners, physiotherapists, optometrists and dieticians. InEen strengthens primary care by organizing this ‘line of health care’, connecting and encouraging collaboration between members and representing their interests in government. Taken By Storm drew a literal line for InEen’s identity, creating a powerful yet simple communicative style, in collaboration with Roos & van de Werk.
We drew the name as a no-nonsense word mark, underlining their commitment to resolute action. In applications, a single flowing line completes half of a photograph, symbolising the abstract matter the organisation deals with and the connection to the daily practice of its members. We combined this visual language with compelling statements, manifesting the brand story and the values of InEen.
We developed a range of applications, not in the least an introduction film (see below). The manual we created is used daily by InEen and its suppliers to develop new applications and keep all communications on-brand: outstanding care that benefits InEen.
Health care is changing at an increasing pace. The Dutch government wants to avoid secondary care treatments if they can be fulfilled as well — or better — by primary care providers such as general practitioners, physiotherapists, optometrists and dieticians. InEen strengthens primary care by organizing this ‘line of health care’, connecting and encouraging collaboration between members and representing their interests in government. Taken By Storm drew a literal line for InEen’s identity, creating a powerful yet simple communicative style, in collaboration with Roos & van de Werk.
We drew the name as a no-nonsense word mark, underlining their commitment to resolute action. In applications, a single flowing line completes half of a photograph, symbolising the abstract matter the organisation deals with and the connection to the daily practice of its members. We combined this visual language with compelling statements, manifesting the brand story and the values of InEen.
We developed a range of applications, not in the least an introduction film (see below). The manual we created is used daily by InEen and its suppliers to develop new applications and keep all communications on-brand: outstanding care that benefits InEen.
To communicate the InEen’s values to its member organisations and the general audience, we created a short film. The fluid result is still being shown daily.
The animated line in the video shows how well InEen’s visual style can be used to explain a wide range of subjects.
Behind the scenes
To communicate the InEen’s values to its member organisations and the general audience, we created a short film. The fluid result is still being shown daily.
How do these prominent faces see the role of primary care? When interviewing, we keep asking until we’re sure we’ve heard what the audience needs to know. In edit, we choose the highlights and form a coherent story that will have the viewer remember the brand’s essence.
The film was created in conjunction with Hangklip (camera and sound) and Misc. (animation and editing).
