CAW
Making care visible and accessible
‘Centrum Algemeen Welzijnswerk’ (CAW) is one of Belgium’s largest first-line assistance organisations, offering support to people and communities navigating emotional, social, and material challenges. What began in 2017 as a conversation about their digital presence evolved into a deeper partnership: one that’s helped CAW fundamentally rethink how to connect with the people they serve.
To this day, we continue to support them in bringing their vision to life, ensuring their presence feels as accessible and compassionate as the work they do.
Services include: analysis – strategy – design – writing – ui/ux – wireframing – technology – creative direction – communication
Visual language that serves the message
CAW is a network of 11 independent organisations, each serving a distinct region spread across Flanders and Brussels, and each with its own communication team. Our job is to provide a visual framework that’s consistent enough to feel cohesive, yet flexible enough for every CAW to adapt to their local reality.
By continuously refining templates, iconography, and guidelines that prioritise clarity and accessibility, we help these regional teams create authentic, purposeful communication without needing extensive design resources. Where imagery is needed, we steer away from stock photography toward honest representation. Data becomes legible through thoughtful visualisation. Typography serves readability first.
Each year, we collaborate with a different illustrator for CAW’s New Year’s card; a small tradition that supports creative work while exploring themes of empathy, diversity, and human connection.
A website that evolves with need
Our first iteration in 2017 consolidated 11 regional CAW websites into one platform, creating a centralised knowledge base that uses location-based tagging to connect people with support services in their area.
In 2025, as needs shifted and technology evolved, we launched a second version, this time structured as three distinct sites: caw.be for the general public, jac.be for youth services, and a dedicated platform for professionals. Because of our long partnership, we knew how people used the site, how teams managed content, and where friction lived. This allowed us to refine the data structure, reduce administrative load, and free up time for what matters most: direct support.
The site is built on our idiomatic website principles, an approach where accessibility and long-term sustainability aren’t additions but foundations. The result is a platform that works naturally: intuitive for all users, respectful of privacy, and sustainable over time.
Building presence, not campaigns
As our partnership evolved, we began advising on name recognition through accessible, local presence rather than large campaigns; meeting people where they already are.
We collaborated with illustrator Klaas Verplancke on warm, witty imagery and wordplay that appeared on flyers, posters, beer coasters, and packaging: small, human touchpoints that don’t demand attention but offer a gentle reminder that help is available.
It’s an approach that prioritises accessibility over reach, connection over scale, an approach that reflects CAW’s values as much as our own.
Supporting CAW’s ecosystem
CAW’s work extends beyond its core organisation into specialised services and collaborations, each with its own identity and audience. Over the years, we’ve helped several of these projects find their footing.
These collaborations grew naturally from the trust built through our ongoing work with CAW; a partnership strong enough that when new needs arise, we’re already part of the conversation.
We’ve worked on
- JAC, CAW’s youth offering
- Velodepot, a social bicycle workshop offering meaningful work experience
- Cabin, a space for students to talk and connect with each other or care professionals, in collaboration with Gate15 and the City of Antwerp
- Kwadraat, coaching and counselling for young people navigating personal and social challenges
- ADAM, restorative guidance for minors involved in juvenile delinquency)
- and Kruispunten, low-threshold psychosocial and mental health support.
For most, we handled their digital presence; for some, we developed a full branding.
Illustrations: Elise Buntinx, Helene Lespagnard, Trui Chielens, Stien Van Kerckhoven and Klaas Verplancke. Photography: Courtesy of CAW and stock photography.