JS Zorg en Advies
| Seraph Zorg
A trauma-informed Dutch care practice serving families rebuilding after the toeslagenaffaire, delivered with a brand and back office that match the seriousness of the work.
Jiska Doekes founded JS Zorg en Advies to serve families navigating the aftermath of the Dutch toeslagenaffaire, the childcare benefits scandal that upended thousands of Dutch households. Under the Seraph Zorg handelsnaam, she needed a professional web presence that felt as careful and trauma-informed as her practice itself.
The requirements were clear. A brand system that could carry both the seriousness of the work and the warmth of the person doing it. Two websites, one for the practice, one for the founder. A back office that let her spend time with her clients instead of chasing invoices and proposal templates.
What she did not need: an agency retainer, a strategy deck, or six months of committee design.
Brand direction started with colour: mustard gold as the base, warm neutrals as the surround. A modern serif for the display marks, a clean sans for body. Every choice tested against a single question, does this feel careful?
Two websites, one voice.
Carries the practice. Who the work is for, what happens in a session, how families can reach out. Written in Dutch, with English available. Discreet inquiry form, no dark patterns, no urgency tactics.
Carries the founder. Her training, her story, her values. Cross-linked with the practice website so a visitor arriving through either door finds the whole picture.
Both websites deployed on eWolve (Dutch hosting), mapped to her own domains, tuned for Dutch and English search performance. Analytics wired to a private dashboard so Jiska sees traffic without exposing visitor data to a third party.
Alongside the websites, JS Zorg en Advies became the founding customer of CoreDesk, my AI back office platform for independent practitioners. Invoicing in EUR, quotes rendered as branded PDFs, meeting notes with AI-assisted preparation, and a governance dashboard for the AI features. Basis plan, grandfathered at founding-customer pricing.