Year
2022-23
Deliverables
Platform design Booking platform Signage Interior Carefinder Video Art direction Investor deck
Laying the digital foundation for future growth.
Year
2022-23
Deliverables
Platform design Booking platform Signage Interior Carefinder Video Art direction Investor deck
Laying the digital foundation for future growth.
Year
2022-23
Deliverables
Platform design Booking platform Signage Interior Carefinder Video Art direction Investor deck
Laying the digital foundation for future growth.
The Challenge
A new category, built from zero
The founders of Stories saw something the Dutch care sector had never properly solved. Psychologists, therapists and coaches in Amsterdam were running serious practices from unserious spaces. Bedroom offices, borrowed meeting rooms, co-working floors designed for startups rather than sessions. What was missing was a place built specifically for the work itself, and a digital platform to make running a private practice genuinely easier. Stories came to Analogue, an Amsterdam-based brand and digital design agency, at the earliest possible stage. No building, no bookings, no brand, just a clear conviction and an investor deck that had to pull it all together. The challenge was to lay the foundation for a new category: the tools, the visual language, and the operating system for a care concept that could scale from a single location into a national community.
The Solution
One system for calm
We designed Stories as a system, not a website. The brand identity is warm, soft and deliberately quiet, built around an earthy palette of off-white, beige, grey, black and a single anchoring red. A visual language engineered to feel safe the moment a client walks in, and to carry from the front door of a therapy room to the welcome screen of the app. The booking platform was designed around the real rhythm of a therapist's week. Rooms, sessions, cancellations and peer events all in one interface. We built Carefinder as the public face of the community, matching clients to the right therapist, coach or psychologist. We extended the same logic into signage, interior direction, and the investor deck that helped Stories raise and grow. The result is a young brand that already feels mature. A digital and physical foundation ready for whatever Stories becomes next.
The Challenge
A new category, built from zero
The founders of Stories saw something the Dutch care sector had never properly solved. Psychologists, therapists and coaches in Amsterdam were running serious practices from unserious spaces. Bedroom offices, borrowed meeting rooms, co-working floors designed for startups rather than sessions. What was missing was a place built specifically for the work itself, and a digital platform to make running a private practice genuinely easier. Stories came to Analogue, an Amsterdam-based brand and digital design agency, at the earliest possible stage. No building, no bookings, no brand, just a clear conviction and an investor deck that had to pull it all together. The challenge was to lay the foundation for a new category: the tools, the visual language, and the operating system for a care concept that could scale from a single location into a national community.
The Solution
One system for calm
We designed Stories as a system, not a website. The brand identity is warm, soft and deliberately quiet, built around an earthy palette of off-white, beige, grey, black and a single anchoring red. A visual language engineered to feel safe the moment a client walks in, and to carry from the front door of a therapy room to the welcome screen of the app. The booking platform was designed around the real rhythm of a therapist's week. Rooms, sessions, cancellations and peer events all in one interface. We built Carefinder as the public face of the community, matching clients to the right therapist, coach or psychologist. We extended the same logic into signage, interior direction, and the investor deck that helped Stories raise and grow. The result is a young brand that already feels mature. A digital and physical foundation ready for whatever Stories becomes next.
The Challenge
A new category, built from zero
The founders of Stories saw something the Dutch care sector had never properly solved. Psychologists, therapists and coaches in Amsterdam were running serious practices from unserious spaces. Bedroom offices, borrowed meeting rooms, co-working floors designed for startups rather than sessions. What was missing was a place built specifically for the work itself, and a digital platform to make running a private practice genuinely easier. Stories came to Analogue, an Amsterdam-based brand and digital design agency, at the earliest possible stage. No building, no bookings, no brand, just a clear conviction and an investor deck that had to pull it all together. The challenge was to lay the foundation for a new category: the tools, the visual language, and the operating system for a care concept that could scale from a single location into a national community.
The Solution
One system for calm
We designed Stories as a system, not a website. The brand identity is warm, soft and deliberately quiet, built around an earthy palette of off-white, beige, grey, black and a single anchoring red. A visual language engineered to feel safe the moment a client walks in, and to carry from the front door of a therapy room to the welcome screen of the app. The booking platform was designed around the real rhythm of a therapist's week. Rooms, sessions, cancellations and peer events all in one interface. We built Carefinder as the public face of the community, matching clients to the right therapist, coach or psychologist. We extended the same logic into signage, interior direction, and the investor deck that helped Stories raise and grow. The result is a young brand that already feels mature. A digital and physical foundation ready for whatever Stories becomes next.
We used warm, soft and earthy colors and different dark tones to create a calm look that suits the identity of Stories.
Stories Off-White
Stories Off-White
Stories Beige
Stories Beige
Stories Beige
Stories Black
Stories Black
Stories Black
Stories Grey
Stories Grey
Stories Grey
Stories Off-Black
Stories Off-Black
Stories Off-Black
Stories Red
Stories Red
Stories Red
Team
Julian
Ralph
Sophie
Project Information
Stories was founded in Amsterdam as a new kind of co-working space for a very specific audience: the therapists, psychologists and coaches who take care of everyone else. The founding thesis was simple. Mental health professionals were spending their days giving clients calm, safe, serene environments, then doing their own admin on clunky software in rented rooms that felt nothing like their practice. Stories set out to fix both sides of the problem at once. Physical spaces designed specifically for care, with therapy rooms, co-working areas and community events under one roof, paired with a digital platform that handled bookings, scheduling, peer intervention and client matching in a single, integrated experience. Analogue was brought in before the first location had opened, to help translate an ambitious concept into a brand, a product, and an investor story credible enough to fund the next phase of growth.
Our strategy started from a single principle the founders kept returning to: we take care of you, so you can take care of others. Every decision on the platform, in the interior, and across the brand was shaped by that promise. The identity uses warm, earthy tones and considered typography to create a sense of calm that matches the work happening inside the rooms. The booking platform was engineered around how therapists actually run their days, with real-time availability, easy rescheduling, and a members' layer for community events and peer sessions. Carefinder, the public-facing matching tool, turns the practical act of finding a therapist into something that feels human and specific rather than algorithmic. Signage and interior direction extend the same language into the physical space, so members and their clients recognise Stories before they've read the wordmark on the door. Video and art direction set the tone for how the brand shows up publicly. And the investor deck tied the whole story into a single, fundable narrative. What we built in 2022–23 is now live across multiple Amsterdam locations, supporting a growing community of care professionals and the clients who rely on them. A foundation designed, from the very first sketch, to scale.
Project Information
Stories was founded in Amsterdam as a new kind of co-working space for a very specific audience: the therapists, psychologists and coaches who take care of everyone else. The founding thesis was simple. Mental health professionals were spending their days giving clients calm, safe, serene environments, then doing their own admin on clunky software in rented rooms that felt nothing like their practice. Stories set out to fix both sides of the problem at once. Physical spaces designed specifically for care, with therapy rooms, co-working areas and community events under one roof, paired with a digital platform that handled bookings, scheduling, peer intervention and client matching in a single, integrated experience. Analogue was brought in before the first location had opened, to help translate an ambitious concept into a brand, a product, and an investor story credible enough to fund the next phase of growth.
Our strategy started from a single principle the founders kept returning to: we take care of you, so you can take care of others. Every decision on the platform, in the interior, and across the brand was shaped by that promise. The identity uses warm, earthy tones and considered typography to create a sense of calm that matches the work happening inside the rooms. The booking platform was engineered around how therapists actually run their days, with real-time availability, easy rescheduling, and a members' layer for community events and peer sessions. Carefinder, the public-facing matching tool, turns the practical act of finding a therapist into something that feels human and specific rather than algorithmic. Signage and interior direction extend the same language into the physical space, so members and their clients recognise Stories before they've read the wordmark on the door. Video and art direction set the tone for how the brand shows up publicly. And the investor deck tied the whole story into a single, fundable narrative. What we built in 2022–23 is now live across multiple Amsterdam locations, supporting a growing community of care professionals and the clients who rely on them. A foundation designed, from the very first sketch, to scale.
Project Information
Stories was founded in Amsterdam as a new kind of co-working space for a very specific audience: the therapists, psychologists and coaches who take care of everyone else. The founding thesis was simple. Mental health professionals were spending their days giving clients calm, safe, serene environments, then doing their own admin on clunky software in rented rooms that felt nothing like their practice. Stories set out to fix both sides of the problem at once. Physical spaces designed specifically for care, with therapy rooms, co-working areas and community events under one roof, paired with a digital platform that handled bookings, scheduling, peer intervention and client matching in a single, integrated experience. Analogue was brought in before the first location had opened, to help translate an ambitious concept into a brand, a product, and an investor story credible enough to fund the next phase of growth.
Our strategy started from a single principle the founders kept returning to: we take care of you, so you can take care of others. Every decision on the platform, in the interior, and across the brand was shaped by that promise. The identity uses warm, earthy tones and considered typography to create a sense of calm that matches the work happening inside the rooms. The booking platform was engineered around how therapists actually run their days, with real-time availability, easy rescheduling, and a members' layer for community events and peer sessions. Carefinder, the public-facing matching tool, turns the practical act of finding a therapist into something that feels human and specific rather than algorithmic. Signage and interior direction extend the same language into the physical space, so members and their clients recognise Stories before they've read the wordmark on the door. Video and art direction set the tone for how the brand shows up publicly. And the investor deck tied the whole story into a single, fundable narrative. What we built in 2022–23 is now live across multiple Amsterdam locations, supporting a growing community of care professionals and the clients who rely on them. A foundation designed, from the very first sketch, to scale.
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Contact ralph
Work with us
Prepare yourself for the future of e-commerce
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