Soap
Reflex is Utrecht’s leading self-defense center, specializing in boxing and functional fitness. Through small-group classes and personal coaching, members build strength, confidence, and resilience with focused, hands-on training.
Client
Soap
Expertises
UX-UI design
Duration
12 weeks
Problem
Soap had grown into a trusted destination for injectables, skin therapy, surgery, beauty treatments, and medical weight loss. With Beauty at Soap and Doctors at Soap, the brand had built expertise across both beauty and medical care. However, these worlds existed alongside each other rather than as one cohesive brand experience.
Bringing them together created a strategic challenge: how could Soap unify its positioning while preserving the trust, expertise, and unique value of each discipline? With an expanding range of treatments and possibilities, the existing experience made it difficult for visitors to understand their options and find the right treatment.
Solution
The solution was a restructured brand ecosystem that brought Treatments at Soap and Doctors at Soap together under one clear identity. This new foundation was translated into the digital experience, where the UX, navigation, and treatment structure were redesigned to create more clarity and cohesion.
By reorganizing treatments, visitors can more easily discover the right options and understand Soap’s full range of expertise. The result is a unified brand experience that balances medical trust with beauty and personal care, creating a smoother and more confident user journey.
Bridging care and expertise
Bringing the two worlds of Soap together required a visual system that could balance care and expertise. Treatments at Soap represents softness, personal care, and beauty, while Doctors at Soap stands for medical knowledge, trust, and precision.
Without changing the core brand identity, the visual language was adapted to express both sides of Soap. Typography became a key tool: softer, more expressive typefaces are used to communicate warmth and human care, while serif typography is introduced for moments that require authority, expertise, and trust.
Credits
Research
Kaylin Bartelings
UX / UI Design
Kaylin Bartelings
