Clinical nutrition requires rigour, but also gentleness. For Yasmine Belkadi, we imagined a website that builds trust through seriousness while staying welcoming.
The imagined brief
Yasmine Belkadi is a nutritionist and clinical dietitian with a practice in Belvédère, Tunis. She notably supports women with PCOS and appears on radio, TV and social media. The site had to reflect both roles: the clinician and the educator.
The idea
The headline "Nourish the balance of your hormones" is crossed by a slowly turning ring of fruit and vegetable photos, like a plate. In Arabic, a single line sums it up: your health is on your plate.
Art direction
Sage and forest greens, a very light background and a touch of warm amber. An editorial serif with soft contrast gives the headings elegance, with italic words for emotion; Amiri sets the Arabic. The whole evokes both the medical practice and everyday cooking.
Motion
The image ring reacts to scrolling, numbered sections (01), (02) appear one by one, and areas of expertise — PCOS, clinical nutrition, Ramadan, protein — run in a continuous ticker. Animations stay discreet for a fast site on phones.
The journey
Home, About with the academic background as a timeline, Services for consultations, Advice for articles and media appearances, Contact to book. The "Book an appointment" button sits at the top of every page.
What this concept brings to a real brand
For a doctor, physiotherapist or coach, this concept shows how to present scientific expertise accessibly: a readable background, clear topics and simple booking. A well-structured bilingual site also helps you appear in local searches in French and Arabic.
Concept: the brand and its brief were imagined by KOYOTEC to explore a creative direction. This is not a client project.