Maxime Lanters draws and animates everything that gives Freequency its character. The illustrations in the app, the animations that bring an exercise to life, and beyond the app the posters, flyers, and artwork in the stores. An app about tinnitus could easily feel clinical or heavy. That Freequency stays light and friendly instead is largely thanks to Maxime's drawings.
Every little figure and every movement in the app starts as a sketch. Maxime works those out into illustrations that fit the brand identity and then sets them in motion. Timing is everything here. An animation that runs a fraction too fast or too slow immediately feels different. Together with Jeffrey, Maxime looks at how image and sound respond to each other, so that what you see and what you hear during a session form one whole. The small details count too: a wink from a little figure, a leaf that falls just a little later than you expect. Those are the things that give an exercise its playfulness.
Outside the app, Maxime makes sure Freequency stays recognizable on paper and in the stores too. Posters in the waiting room, flyers at a clinic, the images you see before you download the app: it all comes from the same drawing table. That way you recognize Freequency before you have even read the name, and the app feels familiar the moment you download it.
Maxime works closely with Priscilla, who looks after the design and the brand identity. Where Priscilla sets out the lines, Maxime fills them in with drawings and movement. The result is an app that not only does what it is supposed to do, but also looks like something you enjoy opening. Because an exercise you enjoy doing is one you do more often.