Rebranding & webdesign Hannelore Jager

Branding & web design for WeTreat

Client

Hannelore Jager

Project type

Rebranding & webdesign

Date

February 2026

In September, Hannelore found my website via LinkedIn. She was looking for a designer to give her brand identity a fresh new look. And she really wanted a new website.

As fellow Rotterdammers, we hit it off straight away and it was a really enjoyable collaboration. This visual brand identity emerged from a clear brand strategy and a concept based on the keywords: ‘high-end’, ‘professional yet warm’ and ‘a touch of brocante’.

It is a brand identity that perfectly suits Hannelore’s feminine energy and female target audience, but also appeals to her male target audience. The brand identity is clean, luxurious and has a distinctive look.

The sage

The ‘Wise One’ archetype seeks to acquire knowledge and teach others what they know. Typical characteristics of this brand archetype include: being analytical and insightful, objective, thoughtful, and a true mentor. The aim of this brand archetype is to help people realise their full potential by offering insight, knowledge and guidance.

If a brand with this archetype is too analytical or theoretical, the target audience may not feel engaged. This is therefore a pitfall for brands with this archetype.

Hannelore Jager also fits the ‘hero’ archetype. The hero’s goal is to take on challenges and overcome obstacles, both for themselves and for others. The hero is inspiring and energetic, and dares to be courageous and defiant.

More informal than formal: Hannelore Jager’s tone is warm and approachable. She writes just as she speaks: personally, directly, with humour and nuance. She uses ‘je’ and ‘jij’ in her communications rather than ‘u’ and ‘uw’, otherwise her brand comes across as too formal. The target audience should feel as though they are talking to an equal colleague. She avoids management jargon, but draws on professional expertise.

More light-hearted than serious: Hannelore Jager has indicated that her sense of humour is what makes her unique, so it can certainly form part of the tone of voice. After all, humour creates a pleasant atmosphere and rapport.

More respectful than casual: Hannelore Jager always keeps the target audience in mind and writes for them; she ensures the target audience feels seen and recognised. She demonstrates her expertise and knowledge, but in a modest way. In her communication, she first describes the client’s problem or challenge and only then her role.

More enthusiastic than factual: She avoids communication becoming too analytical or too woolly: it can be both sharp and warm. She communicates with energy and uses powerful, positive words, such as trust, clarity, impact, inspiration and growth. She writes short paragraphs with plenty of white space – this looks professional and confident – and always writes in an engaging style and in the present tense. This ensures clarity and comes across as more energetic.

The brand sounds (like)...

The soft click of heels on a wooden floor. It evokes a sense of femininity and ambition.

The brand smells (like)...

Light and fresh, like taking a morning walk past a flowering meadow on a sunny day. The scent is invigorating, crisp and inviting, without being overpowering.

The brand feels (like)...

A soft sofa you can sink into: comfortable, familiar and soothing.

The brand looks like...

A cosily furnished, open-plan office with large windows, where warm sunlight streams in. The moment you step into the office, you feel a certain drive; you feel inspired and keen to get things done. In the open, spacious office, you’ll find everything you need, and the comfortable furniture and cosy décor ensure you can brainstorm with pleasure and focus.

The brand tastes (like)...

A good cappuccino to start the day with. The coffee is sharp and makes you alert, whilst the milk is smooth and gives you a warm, comforting feeling.

As a true expert in her field, you can rest assured that you’re in good hands with Hannelore. She coaches you to become the best possible leader, in a way that suits you and does justice to the team you’re responsible for.

With Hannelore, two extremes are always perfectly balanced: gentleness and pragmatism, feminine and masculine energy, and professionalism and enjoyment. Hannelore guides you in an empathetic and direct manner, always with a sense of humour.

She understands you deeply and helps you exactly where you need it.

Hannelore is there for the intelligent, ambitious and decisive man or woman who knows they can be better. With Hannelore, you feel that leadership is not something abstract, but something you experience, feel and gradually make your own. Because you don’t become a good leader; you simply are one.

The ‘Poised & powerful’ concept combines Hannelore’s feminine side (soft colours, elegant lettering) with her businesslike, ‘masculine’ side (shades of grey, serif fonts and powerful, feminine photography).

This concept gives the brand a professional, high-end look with a surprising, soft twist and consists of soft, warm colours, combined with vintage elements based on French charm and style. Think of different textures, toile prints, and fonts and illustrations with a romantic look and feel.

The ‘masculine’ business side is more prominent in powerful, feminine photography, black-and-white images, simple compositions and business-like serif fonts in capitals.

Hannelore Jager’s guiding principles

The use of bright colours is ruled out for Hannelore Jager. Muted, soft colours give the brand the desired feminine, wise and serene look.
White space is important. Allow text to breathe and avoid unnecessary icons and illustrations.
Photography and imagery should ideally be bold and striking, with a feminine touch. Think of professional photos in a business outfit, paired with stylish statement heels. Black-and-white photography may be interspersed with colour photos, but please avoid using photos with excessive contrast.
Prints and illustrations should contribute to the refined, elegant look. It is therefore important that such prints and illustrations consist of a maximum of two colours (preferably one) and that they are used sparingly.

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Heads

Aricena

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Titles & headers

MONTSERRAT MEDIUM

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Body text

Montserrat Regular

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View live website

The result

For Hannelore Jager, I developed a brand identity that feels like an extension of who she is: powerful, yet refined, with a feminine undertone.

I translated the strategy into a visual identity that combines leadership, warmth and a touch of vintage charm. The result is a brand that stands out without being loud. The new brand identity exudes professionalism and business acumen, as well as strength and femininity, with a high-end touch.

The new website brings it all together: a calm, luxurious aesthetic that builds trust, underlines her expertise and effortlessly resonates with both her female and male target audiences.

What Hannelore Jager thought of the collaboration

"Romana helped me develop my new personal brand. I’m absolutely delighted with the result. Throughout this process, she demonstrated her ability to translate my ideas and personality into a concrete brand identity and website.

What stands out to me from our collaboration is her creativity, flexibility and responsiveness, as well as her ability to think along with me and remain calm during moments of doubt. Romana is also very patient and service-oriented. I can wholeheartedly recommend her."

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