Case · goha, Munich · 2026
A practice where everything can be said. Now it looks like it.
Two doctors under one roof in Schwabing: a GP with infectiology and a dermatologist. HIV care, PrEP, tests, skin. Trusted by Munich's queer community for more than a decade.
Problem
"Our website is just information. No brand, no design."
Four WordPress pages from 2023, a photo of a red ribbon as the logo, no privacy policy, Google Fonts and Maps loading without consent. The top complaint in reviews: you never know when they're closed.
Picture
The outside is as frank and careful as the inside.
Patients find hours, the right doctor and the way in at a glance. Discretion is built in. The team makes its own notices, posts, letters and signatures.
What we listened to first
The reviews wrote the brief.
- 1
"Aufgehoben"
The word patients use most: looked after, given time. So the brand is unhurried: light type, air, short sentences.
- 2
Nothing to hide
People say they can raise anything without judgement. One of the doctors talks about STIs calmly and frankly. The voice: calm facts, no drama.
- 3
"Are you open?"
The main complaints are reachability and closures nobody announced. Notices became a first-class component the team edits itself.
- 4
Open on the site, quiet in the pocket
The website names HIV and PrEP plainly. Anything a patient carries (cards, envelopes, SMS) says only goha.
The idea
The margin note.
You say everything. The doctor listens and writes it down, and circles what matters.
The identity is that moment. Light, open type for everything that is said. And a pen that marks what counts: a circle, an underline, a tick, a highlighter. In the logo the pen circles the o, because the name holds a small story: oha (the moment it hits you), aha (once it's explained), ha (the breath out). GO and HA are also the two doctors: GOrriahn and HArtl.
Ich hatte am Wochenende ein Risiko und weiß nicht, ob ich heute noch kommen soll.
The system
No cross. No blue. No ribbon.
Kyiv Serif, light
One family, used lightly: Serif speaks, Sans informs. Nothing heavy, nothing shouted.
Five pen marks with fixed meanings: circle what matters, underline where to go, tick what is done, point to the next step, highlight what to remember.
Opening hours as a live band: today highlighted, a pen line marks now. Notices from the team switch the status.
Tools built
What stays with the practice.
- VST-01Brand portalThe rules as a living site: tap words and the pen marks them, logo in every colourway, a type tester, the components.Open →
- VST-01StudioThe team makes notices, social posts, door signs, appointment cards, letterheads and email signatures without a designer. Nothing leaves the browser.Open →
- VST-01Website prototypeGerman and English, legally clean, accessible, no trackers. "Open now" computed live; notices the team edits.Open →
- ManualKnowledge baseEverything known about the practice, sourced and dated, plus research and decisions. It updates itself.
Run: in progress. Next: the practice decides on replacing its website.