25 years Passaat from Graphic to Strategic Design Company

From Graphic- to
trategic Design Company

25 years, It’s flown by!
With this look back at 25 years of Passaat, I would first like
to thank everyone I have worked with: designers, office
managers, interns, suppliers, printers, photographers,
copywriters, coaches, translators, ushers, marketing
agencies, architects, storytellers, signage companies and of
course, the many customers.Thank you for the fun, inspiration,
synergy, critical comments, and all the experiences that
have led to Passaat becoming the company it is today.
Making a magazine about 25 years of Passaat seemed
fun** to me. It soon became clear to me that I was not just
working out a simple idea but I had started a project that
involved a lot. Twenty-five years ago, there was a beginning,
and we have done and experienced a lot from that start.
What a lot of work have we done! And as it turns out, it’s
quite difficult to put own company at the center of this anniversary
magazine rather than the customer.
But we succeeded: the journey that Passaat has gone
through in the past 25 years has now been recorded.
As can be seen on the next
page, Passaat team has it’s
favorite projects.
Scan the codes (including mine,
I just picked one, to difficult…)
to see our favorite projects.
Of course, we have not been able to include everything in this
magazine. We just did too much for that. Don’t be disappointed
if your project isn’t listed here. I can assure you that
everything we’ve ever designed has a place in my heart.
The past two years have been tough for many companies
like ours, and partly thanks to regular customers, we have
come through that reasonably well. Now that the tide seems
to be turning and the economy in Curaçao is picking up a bit,
the time is ripe to enter a new phase with Passaat. Passaat is
profiling itself more as a strategic communication business
partner for the local and international markets – a fun challenge!
The first assignments are already in and in full swing.
Writing about yourself is not easy, and I would therefore like
to say a special thank you to Elodie Heloise. She has written
down the life story of Passaat beautifully. The gorgeous portrait
photo is by Carlo Wallé. And of course, I am grateful for
all the work that my regular team members Jacomine, Bram,
Lennart, Carla, and Maren do for Passaat. We do not work
together every week, but if there is a nice fitting project, you
always make time to make a good product together.
T: +5999-8697267
E: info@passaatdesign.com
www.passaatdesign.com
FB: Passaatdesign
INST: Passaatcommunication
LINKIN: PASSAAT Communication & Design
And last but not least, I want to mention my family here: Edsel
my husband and our daughters Tilaï and Zulia. You have
been my sounding board and all too often my ‘test subjects’.
You are my support.
Un danki di kurason.
2 • 25 YEARS PASSAAT

Favorites projects of the Passaat team!
Making magazines! Being involved in the creating
of a magazine is the most interesting and fun
part of my job as a copywriter for Passaat. Each
magazine provides the opportunity to explore
new topics.The issue I’m most proud of is the Soa
special of Mi Salu, because of its delicate theme
and strong message.
Jacomine Lagas, Textwriter & editor
With so many great projects to choose from, it was
surprisingly easy to pick the collaboration I’m most
proud of: Canon of Curaçao was a project where all our
strengths came together perfectly. From start to finish
we were in close dialog with the client and helped them
make the right choices regarding their goals, message and
implementation. The result is a culturally and historically
significant website that helps the island share and further
develop its complex history and identity.
Bram Perry - Experience Designer & Developer
My favorite project that I’ve
worked on for Passaat has been
copy editing and proofreading
Passaat’s website.
Maren Kooy, English text editor
The best memories i made whilst working
for Passaat are about the book ‘Wooden
Houses of Curacao II’. Walking around
those old neighbourhoods, drawing maps
and taking pictures of the most beautiful
houses. Monique showed me the hidden
side of Curacao, the side where no tourists
would ever come. I was amazed by the
generosity of the people, their stories and
their happiness. We tried to capture that
feeling into the book, and I think we succeeded.
Lennart Laansma, Junior Graphic Designer
I enjoyed working on
Curacares designs because
I like the way they
contribute to society,
so I felt I was helping
somehow.
Carla Contreras,
Graphic designer
25 YEARS PASSAAT • 3

The company Passaat Communication & Design has
been around for 25 years. Monique Rosalina (1965)
is the founder, director, and creative brain behind
Passaat. Over the past two decades, she steered her
business from graphic design agency to strategic
creative business partner. Who is Monique Rosalina
(maiden name Van de Kuilen), what drives her, and
how does she look back on the years preceding this
anniversary?
1997
I am not a window dresser
Monique was 31 years old when she immigrated to Curaçao
in 1996 with her husband Edsel and two daughters.
Edsel is from Curaçao and had always wanted to
go back. Monique had vacationed there many times.
She recalls: ‘We had been together for 11 years. We
had both completed our studies and were working
in the industry. I did the art academy and Edsel HTS
Electrotechniek. We lived in Utrecht.
Our two daughters were born there, and we lived our
lives. Edsel decided to apply to a job in Curaçao. He
got the job, and we left. To be honest, I also found that
quite difficult. I was now the one who left my family
behind. But I already loved Curaçao and the culture,
and that helped. Besides, the kids got a chance to get
to know this part of their heritage better.’
One of the first things that Monique did on the island,
was to set up Passaat Graphic & Web Design. She
registered the company with the Chamber of Commerce
in 1997, and although she occasionally did something
under the name ‘Passaat’,’ she first started working
at the Curaçao CATCH! and later at BASKOK Creative
Communication. ‘I had been working in the design
industry in the Netherlands for 7 years before coming
to Curaçao,’ says Monique. ‘The computer was still
relatively new, so I had also worked in this sector in the
Netherlands without one. That is almost impossible to
imagine now; designing and typesetting done by hand.’
For Monique, the choice to work for a local company
had everything to do with getting to know the market
and the (company) culture of the island. ‘I learned
a lot in those five years about how it works on the
island with images and text, how people interact with
each other and what I liked and didn’t like to do.
I soon discovered that I didn’t like working in someone
else’s style. I much preferred to consult with
customers myself instead of getting an order from the
boss. Customer contact is important to me. Otherwise,
I can’t quite sense what they want. And I soon
discovered the danger of having a small number of
large-scale customers. When one of these fails, you
are very vulnerable as a company.’
It is precisely the latter that led to BKCC having to
reorganize the creative communication department
4 • 25 YEARS PASSAAT

in 2000 and Monique being one of the people who got
fired. ‘Passaat was there, of course, but I only worked
part-time for my own company. I remember thinking:
I can’t run a full-time business with two growing
children, can I? But I could!’
2000
With Passaat Graphic & Web Design, Monique initially
built her business from home. She built a clientele
that she served by building websites, designing
logos, house styles, folders and flyers, and many
other things. The first customers such as The Movies,
Super-retail holding (DA, Bruna, and Prenatal) came
in through Interpress, a printing company.
Then Dynaf, Youth & Younsters Directorate, CPA,
CTDB, SSC, ClASS & Blue Liaison all followed.
Monique remembers: ‘It’s funny, but of course, you
say yes to everything at first. You have just started.
For me, however, the message and function of whatever
I make have always been important. I am not a
‘window dresser’ who makes a nice design with frills
and graceful curls just because. No, every design
must have a function. It has to match the message
you want to send out into the world.
If those curls fit, I’ll make them.’
Strategic Growth of Trades
Year 1-5 Exploring and Getting to Know the Curaçao Market
Year 6-10 Regular Customers in Curaçao
Year 11-15 Assignments on the Other islands
Year 16-20 Branding and Innovation
Year 21- 25 Strategic Creative Business Partner
25 YEARS PASSAAT • 5

After a while, Monique moved Passaat from the living
room to a studio at home. ‘It became busier and therefore
also more important to separate life and work.’
During this period, Passaat was commissioned to
assist TelEm (Telecom Sint Maarten) in organizing the
conference of the Caribbean Association of National
Telecommunication Organizations (CANTO) that was
held in Sint Maarten. ‘I thought they has asked me
to help. Nice. That’s good. When I got there, I was
introduced to the organization.’They said, ‘This is
Monique, and she will arrange everything in terms of
design and communication.’ ‘I was shocked. This was
a mega assignment. I designed that whole conference.
From welcome cards in the hotel to the banners
in the conference room. And all of that with no laptop.
It was amazing.’
Design and production of 5 leaflets for local initiatives on behalf of the CTDB.
Aubrey Pasial – Director CLASS NV
We have been working professionally with Passaat Graphic & Web Design
since 2005. Our experience with Monique is that she really puts everything
into her work to achieve the best possible result for her clients. She is
constantly pursuing excellence. You can trust her creative mind in creating
the right image for your business. I can certainly recommend her.
6 • 25 YEARS PASSAAT

2005
In 2005, Passaat Graphic & Web Design grew out of
its training wheels. It was time to find a bigger space
where customers could also be received and where
there were more workplaces. Passaat chose the
historic smoke room of Landhuis Janwe.
‘A small business center was created there with, and
in addition to Passaat, it included the Hokuskokus
store and Tanya van Esveld’s company with murals
and beautiful unique souvenirs. We stayed there until
2007. The mansion was sold, and we had to look for
something else.’
Entrepreneurship in the blood
Monique is the daughter of a florist, and her
grandfather had a plant nursery. They lived
in Hilversum. ‘Besides working with flowers,
my father was also a photographer. He had
a darkroom in the attic. I grew up in a family
business where being creative was just as
important as being independent and self
employed. Those values were instilled in me
from a young age In turn, these also formed
the foundation of Passaat.’
25 YEARS PASSAAT • 7

s.
sé.
as.
bel.
Rotary Curaçao ta gradisí Diana Lebacs,
Laura Quast, Lydia Gotia i Merly Augusta pa
nan apoyo na realisashon di e proyekto aki.
Pokopoko, un pia un pia e outo tabata move riba e
kareteranan grandi di Hulanda.
Si, Gabi tabata ku fakansi na Hulanda ku su famia!
I awe, djabièrnè atardi, nan a sali for di Loujwert via Amsterdam
i Haarlem pa nan bai Apeldoorn bai bishitá ‘Seru di Konènchi’.
Gabi tabata sintá patras den outo i nada no tabata pas’é forbei.
Su boka no tabata para ketu ni un ratu, pasobra kiko ku e mira,
e tabata komentá. Di ripiente el a grita: ‘Ata, mira!’
Mama, tras di stür, a hera haña steipi. ‘Kiko mucha?’
Tur hende a rèk garganta den tur direkshon.
‘Un konènchi masha grandi mes!’ Gabi di.
‘Mi no ta mira nada,’ tio Bobby a bisa ku un krenchi di mal beis.
Nèt e tabata kabishá ora Gabi a spant’é ku su gritu.
‘Masha bon,’ Gabi a pusta boka, ‘mi a drei wak patras
i m’a mira un konènchi masha grandi mes kore den
e mondi kantu di kaminda.’
Tio Bobby a bolbe bisa: ‘Unda,unda? Mi no ta mir’é.’
Gabi a keda bisa: ‘Aya, aya no! Wak e ta kore!’
E tabata mustra, pero ta e so tabata mira e konènchi grandi.
Un dushi buki di fakansi den kua por sigui Gabi su aventuranan.
Rotary Curaçao ta gradisí Diana Lebacs,
Laura Quast, Lydia Gotia i Merly Augusta
pa nan apoyo na realisashon di e proyekto aki.
ISBN# 99904-0-602-2
Pr material for the ‘Just like u walk’ from Fundashon Kontakto.
E MILAGROSO BIDA DI TOBIAS • Rotary Curaçao
Esaki ta un buki di kuenta pa mucha di 8 aña i mas.
Clift Christiaan >
E MILAGROSO BIDA
DI TOBIAS
< Joline Hermanus
< Tone Moller ¨
Kuenta di bestia • Rotary Curaçao
Seru di Konènchi • Boy Bakmeijer • Rotary Curaçao
Seru di Konènchi
Peter Nagelkerke >
Boy Bakmeijer
Kuenta di bestia
Ilustrashon di
Suzette Rosario i Peter Nagelkerke
11
aña
Ronny Lobo
ISBN# 99904-0-603-0 Ilustrashon di Deezy Laufer
8
aña
8/9
aña
Boy Bakmeijer
Ilustrashon di Deezy Laufer
`We decided on downtown in Punda, at Hanchi Snoa
a large open commercial space on the first floor of
number 8C. ‘It was a lovely space, and it was very
nice to be in the city. Several colleagues and interns
worked for Passaat from this location.
One of our major projects was 4 You-th magazine
for Saba, Sint Maarten, Bonaire, Sint Eustatius, and
Curaçao, with its own youth editorial office on each
island. After 10-10-10, that changed with the disintegration
of the Netherlands Antilles and the magazine
was only continued to be made in Curaçao through
the Ban Komuniká Foundation! We were sometimes
a clubhouse for those youngsters who would drop by
when they were in town.’
8 • 25 YEARS PASSAAT

Social involvement
Passaat is based in Curaçao. The people and
the culture are a very important part of that.
‘I have always loved culture. If you want to
communicate with others, knowledge of the
society and culture of that community is essential.
That is crucial in my profession. In my
work and daily life, I am happy to contribute
to that. The 4Youth project is a good example
of this. I always dedicate a few hours a year
pro bono to help others who are involved with
society and culture. In fact, I suspect that if I
had not opted for design and communication,
I would probably have become an anthropologist.’
; -)
First own publication & design done in-house.
A collection of more
than 200 wooden
houses in Curaçao
Monique Rosalina
2010
History of our
plantation house
Introduction
Pms Landhuis 7427Rooi Catootje, an 18th century plantation house
is one of Curacao’s historical monuments. It houses a
museum containing antique furniture, historic and unique
objects. Each room contains permanent special exhibitions
of memorabilia of the Mongui Maduro family.
Tijdens een korte rondleiding in het landhuis kunnen we
PMS niet 136 alleen een blik werpen op de unieke stukken. We
genieten ook van het prachtige antieke meubilair dat
eveneens van de welgestelde familie Maduro komt. Het
geeft het interieur een wat plechtig en statig karakter, dat
volledig in harmonie is. De toewijding waarmee de collectie
wordt beheerd, is indrukwekkend en daarom loont het
meer dan de moeite om, liefst na afspraak, een bezoekje
Pms 2757 te brengen aan het charmante landhuis.
70% zwart
75% transparantie
Stichting S.A.L. (Mongui) Maduro
Isci tat. Te conullum illa C0 commole M100 ssequisim Y65 del K28 ulputat.
Sit, veraess ectetue tat adio dolorti ncidunt dui tem
zzrillaorem quat. Ip ex ex erilit nostrud dolore dunt ing
ercidunt augait luptatis erosto euisi.
Feumsan enibh erat venim erat. Ut aute tionsectet venim
vel diametum iriuscinci ea alisim dipit ad euip et volore
C0 M27 Y76 K0
mincing et, venibh elestio dolumsa ndionsed tat vendre
dolestrud tat ut amcommod te magna feuguero doleniam
elesto eugiat augait aut dignibh et velent dolorem quam
verat adigna faci te faci eugiamc onullam iliquis dolor sed
tetueros nos nonulputat.
C100 M82 Y0 K30
Largest collection
Antilliana and
Judiaca books
and publications
Monique’s company would remain in the city center
for more than eight years. ‘With a lot of fun assignments
such as the logo, corporate identity, and
website of The Common Court of Justice, the logo of
Mongui Maduro Library, Museum and Foundation,
the restyling of the Farminpex logo, the layout of
three books for the 100th anniversary of the Rotary
International, the logo and corporate identity of
Superkids, the corporate identity of CBS and of course
4-Youth, which grew from a magazine to an online
platform.
Handleiding voor de huisstijl
Visiting hours:
Monday through Friday, from 9:00 am till noon.
Guided tours are available. T: +(599-9) 737-5119,
E: info@madurolibraray.org, www.madurolibrary.org
Lettertype = Quay sans
Kleuren:
library = PMS 7427 C
museum = PMS 136C
foundation = PMS 2757C
dhr. Salomon Abraham Levy (Mongui) Maduro
1
25 YEARS PASSAAT • 9

20 página!!
Grátis
É úniko revista di
hóbennan di Kòrsou!
Modelonan di portada: anónimo
Stòp tentamentu i
preshon di grupo!
Novèmber 2012
WARNING!
Por fabor tuma e kontenido na serio!
On the Internet, nobody knows you’re a dog \\ Kiko
ta pèstmentu? \\ Rekòrdando mi pasado.... \\ Kon mi
por resistí pèstmentu i preshon di grupo? \\ E ròlnan
a bòltu \\ Bo por identifiká bo mes? \\ …i bon Pasku i
Felis Aña nobo!!
2012
More and more, Passaat’s focus came closer to the
customers’ business operations. It was no longer only
about graphic design but about communication solutions,
branding, and innovation. Passaat was continually
being asked to sit down at the table as an advisor.
This is a place where Monique feels like a fish in
water. ‘What is the purpose and function of what you
want to communicate? What do you want to achieve?’
‘That’s where it starts,’ she says, ‘and the design that
matches it follows naturally. It is incredibly satisfying
when you can work with a customer at this level to
achieve something that actually achieves the intended
goal.’
Neyla Diaz – Director Farminpex
Our relationship with Passaat started in 2012 leading up
to our 30th anniversary celebration in 2013 when Passaat
redesigned our logo and corporate identity. We continued
working with Passaat on the development of our
website, catalogue and several other PR materials.
10 • 25 YEARS PASSAAT

Hugo Verbrugge – Director Mi Optica - Optica Antillana
About 10 years ago, Monique and I were in Action Coach’s Growth Club,
and that’s how we started talking about renewing and modernizing our
logo, and Passaat indeed designed that afterward. We still work with
Passaat because they always think along with us and then contact us
again to ask how it went. Our collaboration feels like one team that
puts our interests first and wants us to improve as an optician.
Hugo Verbrugge
Managing director
Optica Antillana NV
Jan Noorduynweg 10
Sta Maria, Curaçao
T: +5999 888 5858
M: +5999 670 6655
hugo@mi-optica.com
www.mi-optica.comcom
Dynaf stand Living 2012
25 YEARS PASSAAT • 11

Partners
Sponsers
logo | kleuren : Pantone 2747 + Pantone Warm Gray 4
Lessons
‘I always go all the way for a project, and that’s why I sometimes
go further than the assignment requires of me. That is not
always wise for business. Nowadays, I communicate this better
with the customer, and I’ve become a little more careful with my
enthusiasm. Thanks to my 33 years of experience , I can quickly
see what the solution is. But of course, you shouldn’t give that
knowledge away during a drink or an informal conversation.
However, I also discovered that sometimes, you have to share
some knowledge with your customer so that they can better
assess, for example, what a good logo is. Passaat does this with
through a workshop for decision-makers and other stakeholders.
2013
And I’ve learned to say no. In the beginning, you say yes to
everything. You go for the experience, the money you need, and
sometimes for a new challenge. These days, I pass up an assignment
when it’s just about executing someone’s idea and doesn’t
involve having to use our communication knowledge. When
that’s the case, Passaat is not the company they need. There are
plenty of others who can do that.’
Event logo & Pr material
for the Central America
and Caribbean Athletes
Championships in 2013
Design©www.passaatdesign.com Photo© Nationaal Archief
FREE ENTRANCE
3 May - 12 July 2015
EXHIBITION
| Objects | Photos | Video | Sound Clips | Tribute |
The Curaçao Museum
Van Leeuwenhoekstraat z/n, Curaçao
Tuesday- Sunday 10:00 a.m.- 04:00 p.m.
For more info & special events:
www.gueranakorsou.com
Guera na Kòrsou
12 • 25 YEARS PASSAAT

1996 -2016
20 jaar ten dienste
van de gemeenschap
1996-2016 | REDA SOSIAL | 20 jaar ten dienste van de gemeenschap
2017
After 2015, Passaat went through some major changes
again. The team changed, the permanent members
moved abroad and Monique decided to continue with
them online. ‘The space at Hanchi Snoa was now
getting way too big, and after a search for something
else, I ended up at the Triangle in the Hoogstraat in
Otrobanda.
It’s an open workspace with all facilities where you
can sit with several people from various companies
at the same time and where you can also use meeting
rooms. It was perfect. I have been there since 2016. It
is also nice to realize now that we were already working
online well before other sectors realized that this
was possible. Covid-19 was needed for that in most
companies.’
It’s all about
Heritage
MONUMENTS OF CURAÇAO
25 YEARS PASSAAT • 13

ACCREDITED
CERT #4736.01
ACCREDITED
CERT #4736.01
Phyllis Meit
CURATOR
Hanchi di Snoa 29
Willemstad | Curaçao
Phone +5999 461 1633
museum@snoa.com
www.snoa.com
Logo, Corporate identity, Timeline & permanent exhibition of Jewish Cultural Historical Museum.
2019
Ron Gomes Casseres
Passaat Graphic & Website Design has turned 25 years. ‘Mashá
pabien’ we say, and after a toast and a bite, we go on with our lives.
But let’s dwell on it for a moment. The vast majority of companies
do not make it to 25 years. When we reach the age of 25, a lot changes
in our lives. Until the 25th birthday, life is more or less plotted
in advance. Babies become toddlers, and after kindergarten, they
go to primary and secondary education. This is followed by higher
education and a first job, perhaps already a partner, but after that,
a completely unknown part begins — namely, the rest of life. What
that will be, you have to build up yourself based on what you have
MONUMENTEN ZORG
FOLDERS
learned and experienced in those first 25 years.
And so it goes with companies as well. In the years following those
first 25, we will build on what was experienced, tried, and what succeeded
in the first quarter of a century, but also what has failed Bo tin un and telefòn
bo telefòn?
what has not been such a success.
Passaat has always had the – same objective in our society (and
Resultadonan di tèst entre 4 pa 24 ora disponibel
Mayoria resultado di tèst ta visibel denter di 24 ora den
e portal di pashènt. Algun tèst tin tempu di espera un
often insufficiently pursued by others): to help organizations make
poko mas largu.
Si akaso bo no mira bo resultado, tuma kontakto ku e
i tur kaminda.
manager di Laboratorio di LabdeMed na +5999 736 1030.
their communication more targeted and effective. Where Monique
Pregunta?
Pregunta?
Bo tin pregunta tokante uso di e portal di pashènt
herself did not have the technical knowledge or di where LabdeMed òf problema the pa drenta den technology
that was required changed time and again, she knew how to
e sistema?
Yama nos na + 5999 736 1030 òf hasi bo pregunta via
nos formulario di kontakto riba www.labdemed.org
‘Download’ nos LdMApp!
E manera mas rápido pa haña akseso na bo resultadonan
di tèst ta via e app di LabdeMed. Alabes aki den bo ta
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LdMApp den e App Store òf Google Play Store.
a proven philosophy and building up and adapting the necessary
techniques, a solid infrastructure was built in those first 25 years.
With this, Passaat will be able to celebrate many more lustrum.
Congratulations to Monique and the Passaat Design team.
14 • 25 YEARS PASSAAT
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Another change was that Passaat converted Graphic
& Web Design to Passaat Communication & Design. It
is name that fits better with what the company has to
offer: a strategic partnership for communication.
‘That’s where we are now, and I’m happy with this
development.
2022
Like I said before, I’m not a window dresser. For me,
it’s always about the content, and I see that Passaat
has also developed more and more in that direction.
A lot has changed in the sector in the past 25 years.
Especially technologically, and of course I mean social
media and the possibilities, but also the pollution that
this entails. You really have to think very carefully
about your goals and the message you attach to
them. If you do not coordinate this properly in your
communication policy, you will all too often shoot
yourself in the foot.
As far as my company is concerned, I look to the
future with confidence. I am proud of the trust I have
built with customersbut also grateful for the loyalty
I received back from them. I have many customers
who have been with Passaat for a long time. It’s nice
to see you grow together, and we know what we do,
how we do it, why we do it, and what we do it for.
You have to stay on the ball, and that is Passaat.’
Choose for the convenience of Flex Thrombosis Care
Flexible thrombosis care
Choose for the freedom of Flex Thrombosis Care
Flexible thrombosis care
Choose for the convenience of Flex Thrombosis Care
Flexible thrombosis care
International Team
Bram Perry – Jacomine Lagas – Lennart Laansma –
Carla Contreras – Maren Kooy
The people Passaat is working with in 2022 all have
a link with the company. They have been there as
employees or did an internship. Over time, they left
Curaçao to settle elsewhere. They are located in the
Netherlands, Canada, and Spain and contribute to
the company online from across the ocean. They
are managed by Monique who is based in Curaçao.
‘Together, we form the current Passaat Communication
and Design. They are all professionals in their
field. Passaat has been working in this way since
2015 well before companies realized the importance
of this due to Covid-19. And it works. We keep each
other well informed about new developments and
the time difference works actually to our advantage.
I open the mailbox in the morning, see the finished
material, give comments, and then they get back to
work while I sleep. And vice versa of course.’
For the assisted care
For patients
For physicians
Logo, Corporate identity, folders & website of Flex Thrombosis Care
25 YEARS PASSAAT • 15

16 • 25 YEARS PASSAAT