Opensalud

Opensalud2025

Talking about burnout without sounding like a leaflet.

Opensalud is the health programme that companies take out for their staff. It brings doctors, psychologists, nutritionists and personal trainers together in a single app, and looks after more than 100,000 people across Europe and Latin America. Its account speaks to two audiences at once: the HR department that makes the decision and the employee who downloads the app. Hence the one-to-one tone, with photos of people and lines like "Cuídate mucho" (take good care of yourself). At Hüan, our design branch, we made its social media kit for Instagram and LinkedIn: seven families of templates, an electric blue and a heart between the two words of the logo.

The brief

Opensalud talks about physical and mental health in the workplace and needed a recognisable look for publishing on social media. The brief was a complete social media kit: pieces the team could fill in and publish without redesigning each time. It called for a system that would work just as well on Instagram as on LinkedIn. The tone had to be empathetic and approachable: photographs of people and messages in the second person, like "Cuídate mucho" (take good care of yourself). At Hüan, our design branch, we organised the kit into seven families. They run from photo and carousel to stories, reel cover, highlights, special days and educational content.

The system

The kit rests on two colours: electric blue and white. The logo, open salud in lower case, carries a heart between the two words. That heart becomes an icon: it appears on its own in the photo story and sits beside the o of the avatar. The typeface is a sans-serif grotesque, almost always in white on blue. Headlines usually go in lower case; upper case is kept for educational content, highlights and key words such as burnout. Rounded corners, white text boxes and an arrow in a circle repeat from one family to the next. That way every piece is recognisable even when the photo or the message changes.

The pieces

Photo has three formats: a quote over an image for LinkedIn, a news item with source and headline on blue, and a story with a short message. The carousels carry page numbers, a framed photo, a large headline and an arrow in the corner to keep going. Stories come in three variants: static, video with the question on the first screen, and a three-option poll. Reel covers and four highlight icons complete the kit: questions, tips, news and opinions. There are also pieces for special days, such as World Mental Health Day. Educational content goes without a photo: just an upper-case headline, a subtitle and an arrow on blue.

The delivery

We delivered the kit as a document organised by family, with a contents page and one page per format for looking up each piece. The templates are shown assembled, with headline, photo or logo in place, so the team knows where every element goes. The video stories and the poll story reproduce the Instagram interface, with avatar, username and reply bar. That way they look exactly as they will when published. The common thread is prevention and wellbeing at work, from active breaks to burnout. With them, Opensalud publishes a news item, a poll or a carousel and it all reads as a single account.

Worth a closer look