GGD (Reis)vaccinaties, 10+ years of brand, design and illustration by Schwung
GGD travels with you.
10+ years as the face of the GGD on the road.
"GGD travels with you."
– The brand promise
It began in 2015 with a pitch: the Platform was looking for fresh, distinctive avatars and icons in its own visual identity, and a sparring partner for the long term. Schwung won that pitch and has been the permanent concept, design and brand partner of Platform GGD(Reis)vaccinaties ever since.
In the years that followed we took on the design of the websites, built out the visual identity across three products, drew the avatars and target-group illustrations, and produced exhibition materials and the design of the annual report. The technical build sits with web developer D-media.
From the only player to visible together.
The GGD used to be the obvious place for travel advice and travel vaccinations. By now there is fierce commercial competition: travel clinics and providers that even advertise in the GGD's name. The answer was not to shout louder, but to collaborate. Dozens of independent GGDs joined forces and present themselves online as one brand: one logo, one visual identity, one booking portal. After all, to the public the GGD is simply the GGD. Our brief: make that single, recognisable brand feeling visible, on the websites, on the exhibition floor and in every expression.
One brand, built up in layers.
A face of its own
The existing avatars were not distinctive and lacked the fresh look of the brand. We designed characters with their own recognisable design language, and icons that convey a message without much text, with low literacy very much in mind.
- Fresh, primary colours from the brand guidelines
- Distinctive, unique and future-proof
- Imagery over text for broad accessibility
Three products, one family
We carried the visual identity through across three products. Each gets its own accent colour, but they share a logo, design language and avatars. That way everything feels like one GGD, while each audience recognises its own way in.
- Yellow for travellers, green for work, red for tailored
- One logo system, one typography, one visual language
- Recognisable across the Netherlands, at every affiliated GGD
Target-group and location-led
Dirkje is the trusted guide who takes the visitor along. Around her we drew a growing set of illustrations for each audience and destination: a family on holiday, a senior couple, a backpacker, a woman in an African landscape. Always attuned to that traveller's story.
- Avatars per audience and life stage
- Location-led moods, from Tuscany to Morocco
- Scalable: the set grows along with the campaigns
Online and on the exhibition floor
The brand doesn't only live online. We handle the design and concept development of the websites, the exhibition walls and desks for the Vakantiebeurs, brochures and flyers, and the design of the annual report. One consistent story across every channel.
- Website concept development (build by D-media)
- Exhibition walls and desks for Jaarbeurs and Groningen
- Brochures, posters, handout cards and the annual report
A visual world of its own.
The characters in their distinctive shape are now the visual trademark of the GGD on the road. Each illustration tells its own story: who is travelling, where to and what to watch out for. Imagery that works for everyone, including those who find reading harder.
DestinationTravelling to Africa
AudienceFamily on holiday
AudienceSeniors in Europe
DestinationVisiting family (VFR)
AvatarThe backpacker
Occupational vaccinationsHealthy at work
One brand, three ways in.
Three websites that together form one brand. The same design language and avatars, an accent colour of its own per audience, and always a fast route to the right advice or the right appointment.
GGDReisvaccinaties
Personal travel advice and vaccinations by destination, with online booking at your own GGD.
GGDBeroepsvaccinaties
Healthy at work: vaccinations for professional groups, with appointments and quotes for businesses.
GGDVaccinatiesopmaat
Health for everyone: vaccinations for everyday life, such as shingles and HPV.
"To the public, GGD is GGD. One big organisation. The strength of our service lies in the collaboration."
Role, client, live.
Client
Platform GGD(Reis)vaccinaties
Role
Concept, design, visual identity & illustration
Since
2015, after a pitch · 10+ years partner
Frequently asked questions about the GGD case
What does Schwung do for GGD(Reis)vaccinaties?
Schwung has been the permanent concept, design and brand partner of Platform GGD(Reis)vaccinaties since 2015. We handle the design and concept development of the websites, the visual identity across the three products, the avatars and target-group illustrations, exhibition materials and the design of the annual report. The technical build sits with web developer D-media.
How did the collaboration begin?
With a pitch in 2015. The Platform was looking for a design agency that could create distinctive, fresh avatars and icons within the visual identity, as a sparring partner for the long term. Schwung won that pitch and has been closely involved ever since in almost everything the brand puts out visually.
Why do 25 GGDs present themselves under one brand?
To the public, the GGD is one organisation. The GGD used to be the only party giving travel advice and travel vaccinations, but by now there is fierce commercial competition. By joining forces in one brand, one visual identity and one booking portal, the collaborating GGDs stay findable and recognisable online as the vaccination centre of expertise.
What are the avatars, and who is Dirkje?
The avatars are the recognisable characters in the typical GGD style, developed to appeal to travellers, professional groups and target audiences. Imagery matters, not least for people with low literacy. Dirkje is the trusted guide who takes the visitor along. Alongside that, we drew target-group and location-specific illustrations, such as a family on holiday, a senior couple, a backpacker and a woman in an African landscape.
Which products does the visual identity cover?
Three product websites within one brand family: GGDReisvaccinaties (travellers), GGDBeroepsvaccinaties (employers and employees) and GGDVaccinatiesopmaat (vaccinations for everyday life, such as shingles and HPV). Each product has its own accent colour, but they share a logo, design language and avatars.
Who built the websites technically?
The technical build and hosting sit with web developer D-media. Schwung handles the concept, the UX design, the visual identity and all illustration and design work. That way each party keeps its own role and the brand stays consistent.
Will the next case be yours?
From pitch to visual identity, illustration and website. We'd love to build a brand that lasts.