Princess Máxima Center - Style development
The Princess Máxima Center is both a hospital and a research institute, fully dedicated to pediatric oncology. Their mission is clear: to cure every child with cancer while ensuring the highest possible quality of life. It’s a place where cutting-edge medical expertise and genuine humanity come together, with the child and their family always at the heart of the story.
Can you develop an animation and illustration style that works for all our target groups?
We answered with a brand-new visual identity. A style that sets the tone for all future visual content. From videos to illustrations and resonates with the center’s diverse audiences. In parallel, we developed a strategic video approach to ensure visuals and messaging go hand in hand.
Audience-focused research
To get it right, we conducted user research through surveys using video prototypes. We tested different styles, color palettes, tone of voice, music, and pacing. The feedback was crystal clear: visuals need to create calm, not noise. That insight guided every creative decision that followed.
Keyvisual
With those insights, we hosted a creative strategy session at the Máxima. Together, we explored and selected style directions. The result? A strong keyvisual that guides all future productions and ensures consistency across formats.
WCAG-compliant and inclusive
The chosen style blends handcrafted warmth with realism. It’s human, approachable, and subtly references the identity of the Princess Máxima Center.
The style strikes a deliberate balance: emotionally soft yet clearly informative. All visuals meet WCAG accessibility standards, from adapted color contrasts to simplified forms, making the style not only beautiful and functional, but understandable for everyone.
One center, many audiences
This first style is tailored to an adult audience. But the Princess Máxima Center serves many. That’s why we’ll be developing additional visual styles that match the needs and perceptions of other target groups — from young patients to parents and caregivers.
Find it interesting to read more about our approach? Check out our other case studies here!