#Cura | Transforming Digital Elderly Care

When CURA Group approached G-P-U-N-K to redefine their fragmented digital presence and create a user-centric experience for residents, relatives, and job seekers, we took on the challenge. 
We assembled an agile, highly specialized heist crew and, in close collaboration with CURA, developed a future-proof digital strategy that redefined their online identity and streamlined user engagement.
Using the G-P-U-N-K sprint system, we developed a comprehensive digital transformation concept, turning CURA’s platform into a modern, accessible, and conversion-driven experience. 
From AI-powered customer interactions to a seamless information architecture, the new platform was designed to make accessing elderly care services effortless. The entire system was built with scalability, accessibility, and efficiency at its core. 

While this pitch was not commissioned, it remains a blueprint for the future of digital elderly care—a testament to the power of strategy, UX, and innovation.

Team

Creative Direction & UX Strategy
Gunnar Menzel

UX & Concept:
Oliver Kunzmann

UX & UI Design
 Berit Schneider

Content & Copy 
Silke Schlüter

Tech Development
Philipp Kyeck

Projektmanagement
Bettina Frohn

Created

2024

Client

Cura

The Birth of a Unified Digital Presence

Cornerstone of the Digital Transformation

Through extensive market and competitor analysis, strategic positioning workshops, and close cooperation with CURA stakeholders, we developed a data-driven strategy to redefine their brand experience.

This process led to a cohesive digital identity that integrated all CURA sub-brands under one streamlined, scalable, and user-friendly ecosystem.

The Basics

We designed a conversion-driven UX, a clear content architecture, and an accessible brand experience that ensured seamless interaction across all user groups.

Typography & Iconography

We implemented a clean, modern typography system for optimal readability and an intuitive iconography set to improve navigation for elderly users and caregivers alike.

Imagery & Visual Language

The platform’s imagery reflects warmth, trust, and care, featuring real-life moments that connect humanity and technology, making the digital experience more personal.

Web Design, UI & UX

CURA’s new digital presence was designed to be seamless, intuitive, and highly accessible. By focusing on user-centric interactions, we created a platform that simplifies navigation and enhances the user journey for residents, relatives, and job seekers.