Priscilla Gijsberts guards the face of Freequency: the design and the brand identity. Everything you see of Freequency, from the screens in the app to the artwork in the stores and the website, comes from the same visual language. That does not happen by itself. It takes someone who keeps checking whether something still fits with the rest, and who dares to say so when it does not. As far as Priscilla is concerned, a brand identity is not a book of rules, but a feeling that should come back everywhere.
That visual language is made up of color, typography, space, and rhythm. Priscilla decides which colors belong to Freequency, how the text on a screen breathes, and how elements sit in relation to each other. That may sound like details, but it is exactly those details that make an app feel calm. And calm is often what people with tinnitus are looking for at the moment they open the app. That is why Priscilla prefers less on a screen over more, and a calm rhythm over busyness.
In the app, Priscilla works closely with Jeffrey and Maxime. Jeffrey decides how an exercise works, Maxime draws and animates, and Priscilla makes sure the result actually looks like Freequency. New screens, buttons, and transitions are checked against the brand identity before they are built, so that every update fits seamlessly with what was already there.
The same goes outside the app. The artwork in the App Store and the Play Store, the website, the printed material for clinics, and the presentations for partners: Priscilla makes sure you come across the same Freequency everywhere. Because when everything feels like one whole, you never have to wonder whether you are in the right place. That trust starts with how something looks.