Making Social Services Easier to Understand

Communications for a platform designed to simplify the path to support.

Brand concept, identity, website design, and copywriting for a social services portal

The initial task was to develop a website for the Aleumet portal. I rarely work with government projects — very selectively — and the domain itself is quite specific. But what drew me in was the team: genuinely involved, sincere, and committed.

who weren’t just executing a task, but were truly trying to update and accelerate the system for those who need it most. In this case, it was no longer just about a platform. It was about simolifying everyday life. About structuring something that had been unclear, fragmented, and hard for years.

These were people

The initial task was to develop a website for the Aleumet portal. I rarely work with government projects — very selectively — and the domain itself is quite specific. But what drew me in was the team: genuinely involved, sincere, and committed.

who weren’t just executing a task, but were truly trying to update and accelerate the system for those who need it most. In this case, it was no longer just about a platform. It was about simolifyinf everyday life. About structuring something that had been unclear, fragmented, and hard for years.

These were people

“Simply Be” means not asking people to adapt to the system, but adapting the system to people. Not promising care — but making it accessible. Not explaining — but simplifying.

Based on this unconventional approach for a government service, a second brand formula emerged (also functioning as a tagline): “Social Services, Right Here”

We understood that in a world where public services are often associated with difficulty, Aleumet needed to speak simply and calmly.

"Simply Be" – this idea became a true filter for everything we did.

Creative concept:

“Simply Be” means not asking people to adapt to the system, but adapting the system to people. Not promising care — but making it accessible. Not explaining — but simplifying.

Based on this unconventional approach for a government service, a second brand formula emerged (also functioning as a tagline): "Social Services, Right Here"

We understood that in a world where public services are often associated with difficulty, Aleumet needed to speak simply and calmly.

"Simply Be" – this idea became a true filter for everything we did.

Creative concept:

• A simple visual language without decorative pressure.
• Geometric shapes as clear symbols: a circle as a wheel, lines as a reference. to a walking cane, a square as a symbol of support.
• A neutral, adaptive color palette without aggressive accents.

• CoFo Sans typeface — readable and open.
• Illustrations reflecting everyday life and routine.
• An interface built around user scenarios: “What do I want to do?” → “What do I need for this?” → “Where do I go?”

• Rebuilt the portal structure to simplify user journeys
• Conducted a user experience audit within the social services domain
• Defined the creative concept and meaning system
• Developed communication strategy and key messaging
• Designed the brand identity
• Supervised implementation: from UX flows to final visuals

What We Did:

Results:

• A portal where it becomes easier for people to manage everyday needs
• A tone of voice that conveys care, not bureaucracy
• A simple, human-centered navigation architecture
• A creative concept that can scale into future initiatives
• An identity that guides without instructing — only supporting

Design Approach:
Form followed meaning.

Everything in Aleumet is about reducing tension and making life just a little easier.

Contacts

Sometimes one conversation is already a beginning.

Write if you would like to discuss a task or inquiry.

e-mail: yrysty@jas.agency

tg: @yrystyabout

contact me

Contacts

contact me

e-mail: yrysty@jas.agency

tg: @yrystyabout

Sometimes one conversation is already a beginning.

Write if you would like to discuss a task or inquiry.