About the project



Three months to turn a nursing & healthcare startup into someone families actually want to call—and make it work in a country shaped by immigration like Germany. We built the backbone: mapped target audiences (elders, families, caregivers) including multilingual communities, ran a competitive analysis, wrote a sharp positioning statement, mission & vision, actionable core values, and a clear proposition. The name landed first: Hyggå—a soft nod to Danish coziness, distinct from the category and easy to pronounce across accents. The tagline followed: „Für das Glück zu Hause.“ (idea translated: “Essential care, made cozy.”) We defined brand design implications and produced an initial mood shoot that swaps stock smiles for real warmth—plus a cultural-bridge toolkit: plain-language messaging, multi-language templates, and visuals that feel at home in diverse households.



Challenge


The nursing and healthcare sector is crowded with cold names and warmer promises. Add Germany’s cultural mosaic—various languages, different ways of living, yet the same need for assistance as loved ones grow older. We created a brand that feels like a soft blanket and reads well in multiple tongues. We defined a strategy for home, not hospital: language that meets families where they live, a system that respects cultures and rituals, and a name you can say with a smile. The test: if your grandmother hears it once, does she remember it—and can she pronounce it?



Result



Hyggå tells the following truth: Catchy, friendly, danish – a name that smiles before you do. The brand system turns simple rules into everyday clarity: plain speech, warm typography, gentle contrast, warm colours, and a kit for caregivers to communicate in the languages that matter. The line „Für das Glück zu Hause“ (idea translated: “Essential care, made cozy.”) defines the core idea of the service.



Project duration: 3 months

Deliverables:
Market Analysis, Brand strategy definition, Naming, definition of first brand design implications, Mood Shooting

Photo credits: Alessandra Mels, Essen