A friendly, playful rebrand for Stichting AAI-Maatje
Client -> Stichting AAI-Maatje Services -> Branding
About the project
Stichting AAI-Maatje trains professionals to provide animal-assisted activities, such as school dog programs and educational interventions that enhance the well-being and development of children and adults. In 2024, I helped them redefine their visual brand identity, creating a playful yet impactful look.
Before & After
Visual Design
The brand identity strikes a balance between playfulness and purpose, centered around a character-driven logo. At its heart is a friendly dog mascot, representing both the main foundation and its sub-brands. To extend this playful character, I designed a series of digital stickers: fun, interactive elements that bring the brand to life across its communications. This fresh approach resonated strongly with their audience, even helping AAI-Maatje secure new sponsorships to expand their impactful programs.
Digital accessibility
To ensure inclusivity, the color palette was developed with digital accessibility in mind, fully compliant with digital accessibility (WCAG) contrast standards. This guarantees clarity and readability for a diverse audience, including those with visual impairments.
Kind words
"Stichting AAI-Maatje is incredibly happy with the new logo and brand identity Jantine created for us. The collaboration was seamless—clear agreements, quick responses, and excellent communication. The detailed Brand Guide, including logos and visual elements, was delivered beautifully and is incredibly practical. Jantine, thanks again for this fantastic collaboration. We are confident you will make many more clients happy with your creativity and expertise!"
Saskia de Groot
Owner Stichting AAI-Maatje
More work
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Haelsum is a Rotterdam-based design studio offering branding, web design, digital design, and illustration for creative and mission-driven brands. Working with clients in the Netherlands and worldwide.
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