INDUSTRY:
Dentist, Health
CLIENT:
Dr. Caroline Bilzer
YEAR:
2026
EXPERIENCE:
Branding, Merchandise, Print
Bogenwerk
About
Dr. Caroline Wilzer approached me with the vision of creating a different kind of dental practice in Berlin. Located in a newly developed neighborhood for young families, Bogenwerk was designed to make every visit feel welcoming, calm, and enjoyable for both parents and children.
To bring this vision to life, I developed a complete brand identity that balances premium healthcare with warmth and personality. Inspired by the practice's Japandi interior concept, the visual identity combines clean, architectural aesthetics with soft colors and approachable design to create an experience that feels modern, trustworthy, and inviting.
To extend the brand beyond traditional healthcare branding, I collaborated with an illustrator to create a family of hand-drawn characters. Rather than existing as decorative mascots, these characters guide children through the practice and transform everyday touchpoints into playful moments of discovery.
Partner: Luisa Herrman - Webdesign & SEO, Adrian Vom Baur - Illustration
Challenge
The challenge was to merge several distinct creative directions into one cohesive brand system: a premium dental and orthodontic practice, a calming Japandi-inspired interior, and a playful visual world for children.
Every brand element needed to appeal to parents seeking high-quality healthcare while making younger patients feel comfortable and curious. The result had to feel sophisticated without becoming clinical, and playful without appearing childish.
Results
The result is a cohesive brand identity that seamlessly combines premium healthcare with a warm, family-oriented experience.
A refined visual identity establishes trust through minimalist design, architectural typography, and a calm color palette, while a complementary character world creates engaging moments for children across the practice. From signage and patient cards to stickers, merchandise, and digital touchpoints, every asset contributes to a consistent brand story.
Rather than creating isolated marketing materials, the project evolved into a complete brand experience where every interaction reinforces Bogenwerk's personality. The practice now offers parents the confidence of premium dental care while giving children a welcoming environment that transforms a routine appointment into a memorable experience.
