GoSpring

Spring treats things most brands won't say out loud. So the design problem was never decoration — it was tone. Direct enough to be taken seriously by someone who is quietly worried, warm enough that they don't close the tab.

Out-of-home had the hardest job: say it in four words, to a stranger, at forty kilometres an hour. Plain German, one confident green, and a headline that doesn't hide behind a euphemism.

The same voice then had to scale down — into pack design, pharmacy print and paid social — without turning shouty at small sizes or clinical at large ones.