Intueat
Intueat — is a clinic that helps people with eating disorders. The owner of the clinic is an author and psychologist from the Netherlands who started her public career with a small blog in LiveJournal and became a top expert and influencer. She writes about intuitive eating, body positivity, mental health and an anti-diet approach to eating disorder therapy. My role in this project was Marketing and Creative Director. I started with social media development, followed by marketing direction. Here I focus on my creative projects.
ROLE
creative director
creative director
ROLE
MARKETING Director
MARKETING Director
Creative
direction
direction
Social media
development
development
Visual concept
Content production
Graphic design
Visual storytelling
Content production
Graphic design
Visual storytelling
Concept development
Digital storytelling
Communication strategy
Digital storytelling
Communication strategy
Creative
Fashion styling
Photography
Videography
Photography
Videography
Content
production
production
Concept
Rebranding
Infographics
Rebranding
Infographics
Brand design
Graphic design
Presentations
Sales materials
Sales materials
Web design
Corporate site
Landing pages
Landing pages
Mood board
In a mood board I tried to translate the key values of the blog: Body Positivity, Freedom, Intuitive eating and Mental health. Intuitive eating is a holistic approach where there is no 'good' or 'bad food', but the focus is on mindfulness and good mental health. Balance is the key.
I chose soft nude colours — because skin is a part of our body, strong and powerful, but vulnerable at the same time. Stigma is unfortunately still an issue for many people with eating disorders, obesity and unstable mental health. Here, in this blog, I wanted to create a safe and inspiring space. Where the author’s material meets the perfect reflection in visual aesthetics.
Keywords: Body positivity, nature, good food, femininity, woman power, harmony, balance, intuitive eating.
I chose soft nude colours — because skin is a part of our body, strong and powerful, but vulnerable at the same time. Stigma is unfortunately still an issue for many people with eating disorders, obesity and unstable mental health. Here, in this blog, I wanted to create a safe and inspiring space. Where the author’s material meets the perfect reflection in visual aesthetics.
Keywords: Body positivity, nature, good food, femininity, woman power, harmony, balance, intuitive eating.
Social media
The Instagram account has grown from 5,000 to 60,000 followers in 2 years, with an engagement rate of 7−10%, making a huge impact for thousands of people suffering from eating disorders. It has become a community of support and acceptance and provides valuable expert information.
Content production
Photo
and video
and video
Social media is an important communication channel and content creation is essential. I have led photo shoots with professional photographers in studios and outdoors, as well as being a photographer and stylist myself for lifestyle content. I wanted to create images that were coherent with the overall mood board and also incorporated personal and professional values.
Interactive
content
content
To achieve and maintain a high engagement rate, I have created lots of educational and entertaining content: games, tutorials, animation videos and challenges. In a fun way, I translated the idea of a balanced diet and an active lifestyle instead of strict diets that can lead to weight gain instead of weight loss in the long run. The audience had fun with games and challenges while learning how to keep a good balance with food. It was beneficial for everyone involved and gave social media an extra boost.
Breakfast
plate
plate
What do we have on our plate for breakfast? A good breakfast starts with carbohydrates, fruit or vegetables, calcium and optionally fat and protein. In this game we have to catch all the right elements on the plate and take a screenshot. Then we fill the breakfast plate with our favourite foods according to the meal plan.
Fill the fridge
'Fill the fridge' is a game I created for stories. The goal is to collect all the components we need for an optimal food balance: protein, fruits and vegetables, calcium, fats, carbohydrates and 'fun food' - for example, a dessert. This meal plan is called 'The Rule of Three' and was developed by Dr Marcia Herrin as one of the most important steps in treating eating disorders and stabilising weight.
Myths
about diets
about diets
There are many myths about diets and it's easy to get lost in the flood of information. 'Myths about diets' are funny short stories about David travelling around spreading the evidence-based, scientific information about food, diets, eating disorders and nutrition.
David is based on the famous David sculpture by Michelangelo. I drew inspiration from the 'Myths and legends of ancient Greece and Rome' to create a fictional world where gods and goddesses are keen on diets and David becomes a rebel for freedom and independence. Stories with David helped to convey the medical studies and research in an entertaining way.
Meet David
Web site
I have developed several websites as part of my work on this project: Landing pages for online courses and the general corporate website.
Mood board
The website is aimed at the clinic's patients. I chose the minimalism of Scandinavian aesthetics and bright splashes of colour - green, orange, earthy colours associated with food and nature that have a positive and optimistic vibe.
KEY WORDS: Mental health, nutrition, medicine, positive, trustworthy, expert, inspiring.
KEY WORDS: Mental health, nutrition, medicine, positive, trustworthy, expert, inspiring.
Infographics
Together with a talented graphic designer, we developed a large package of infographic vector images. They were chosen as important design elements for the corporate website, as there were limited photo-shooting opportunities at COVID. They are also easy to set up and fun to play with.
