ʻO Freistil Kūlana Hui na Ina Oakley he mea lanakila hanohano loa o ka 2025 A' Design Award Keleawe ma ka Māhele Hoʻokūkū Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke.

KeleaweKiʻi· 2025

Freistil Kūlana Hui

na Ina Oakley

Mea Kūʻai: Freistil Praxis Caspary

Mea Lanakila A' Design Award Keleawe ma ka Māhele Kiʻi

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Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #171891

Kipa i ka Pūnaewele Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā Freistil Kūlana Hui

He Freistil kekahi kūlana hui i hana ʻia no kahi hana physiotherapy. Ke uhi nei ke kūlana i nā pāpaho paʻi a me nā pāpaho kikohoʻe, me nā kāleka ʻoihana, nā hae hōʻike, nā lole a me kahi pūnaewele. ʻO ke ʻano o ka inoa Freistil, ʻo ia ke "free style" (kaila kūʻokoʻa), a e pili ana i nā ʻano lapaʻau maʻalahi i koho ʻia no kēlā me kēia mea maʻi. Hoʻohui nā mea kiʻi hōʻike i ka ʻoihana kahiko me nā manaʻo hou, ʻoiai ʻo ka logo kikokikona me kahi hopena ʻoʻoleu e hōʻike ana i ka neʻe a me ka wehe ʻana. Hoʻohana ke ʻano waihoʻoluʻu i ka poni, ke korala, ke keʻokeʻo mālamalama a me ka uliuli. Ua koho ʻia nā pepa maikaʻi a me nā mea kūpono i ke kaiapuni, a ua hoʻohana ʻia nā mea kūʻai kūloko i nā manawa hiki.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Keleawe

Ua lanakila ka hoʻolālā Freistil Kūlana Hui i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Freistil Kūlana Hui he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Freistil Kūlana Hui i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: The challenge of the project was to create a complete new corporate design for print and web reflecting the both the character of the established practice and the new energy being brought to it.

The new name chosen for the relaunch was Freistil. This translates literally as a free style. For the new owner Katrin Caspary, this meant that although the desired results of any treatment are known, the way to achieve these is variable and depends on the capabilities and limitations of each customer.

Katrin Caspary and her expert team blend traditional and modern therapies, creating tailored treatments for individual needs. Freistil is a place for recovery, inspiration, and well-being, where patients are encouraged to breathe freely, embrace new perspectives and heal.
Nā Ana a me ka Hoʻopili: Business cards (85 x 55 mm) and banners (3 m x 1 m) use designs reflecting the brands values: modern, fresh, and quality driven.

For clothing articles such as sweaters, beanies and bags, the finest available sustainable materials and premium organic fabrics were used. These ensure not just comfort but also a sense of responsibility.

Web design was made in XD and programming was based on WordPress.
Nā Lepili: Health, Openminded, Rethinking, Modern, Tradition, Freedom
ʻEnehana Hana: Fine papers and sustainable materials were chosen to reflect the quality of the Freistil brand. These align with the spirit of our times. Modern, open and fresh. Wherever possible, local suppliers and partners where used.

Each piece tells a story. One of care, respect for the environment, and dedication to creating something truly special. The focus on quality isn’t just a strategic decision. It’s a heartfelt expression of authenticity.
Pilikia Hoʻolālā: The established practice had loyal older clients but struggled to attract younger people. Updating the concept to appeal to both groups was key. This required a fresh brand identity, improved communication (possibly via social media), and motivating the team to embrace change. Maintaining trust while introducing modern elements was essential for success. The design needed to appeal to both young and old and to lower the perceived barrier to becoming more active.
Noiʻi: Our goal was to blend tradition with modernity. Katrin took over a well-established practice that had been successfully run for 15 years. While the existing customer base was strong, attracting younger clients was crucial. The new concept needed to appeal to all ages and engage the team. To achieve this, I researched modern and traditional practices in books and online. Additionally, I spoke with locals and interviewed them about their methods.
Hoʻoulu Manaʻo: The client took over an existing traditional physiotherapy business and wanted to bring her own style and energy to it. This freshness, together with her mission to get people active and moving, served as inspiration for Freistil’s corporate design: modern and innovative while at the same time reflecting the tradition of the craft.
Ka Lōʻihi o ka Papahana: The project started in february 2023 and finished in september 2023 near of Cologne in Germany.
Kaʻina Hana: In order to reflect the motives of movement, flexibility, freedom, and the combination of modern approaches and traditional methods, the design uses both illustrative elements and a dynamic text based logo.

The color scheme of purple, coral, off-white, and blue represent creativity, freshness, and competence.

The illustrations link traditional craftsmanship with modern ideas, while the logo's stretch effect symbolises both movement and the modern open approach of the practice.
Nā Palapala Kuleana: buero inaoakley, 2024
Nā Lālā Hui: Ina Oakley and Anne-Marie Bayer
Nā Kuleana Kiʻi: Mockup Maison, Adobe Firefly and Nastasic