De Kickboxpsychiater
The Kickbox Psychiatrist
Client: Maartje de Graaf
Brief: A brand identity for a psychiatrist with a unique, physical approach
Deliverables: Identity, photo shoot styling, website
Studio: Wunderwald (now Atelier Baumm)
Website: maartjedegraaf.nl
Psychiatrist Maartje de Graaf works in a way all her own. She uses kickboxing, both as a practice and as a metaphor, to connect body and mind, and practitioner and patient. Like a kickboxer mastering tactics and technique, her clients grow step by step in strength, flexibility and discipline. At the Kickbox Psychiatrist, your only opponent is yourself.
For the identity, we looked for a balance between strength and vulnerability, the two sides of Maartje’s philosophy. That duality shows in the logo and website through contrasting colours and bold, clean lines.
Maartje also believes you can tackle serious issues without taking yourself too seriously. To capture that, we worked with photographer Bianca Toeps, author of Maar je ziet er helemaal niet autistisch uit (But You Don’t Look Autistic at All), known for her bold use of colour. Together with hair and make-up artist Charlotte van Beusekom, we styled a shoot that is professional and warm at the same time.
“I never lose. I win or I learn.” (Maartje de Graaf)
