Choice Restorative Medicine — Jasmine Lockwood

WEBSITE REDESIGN

The brand extension of Choice Chiropractic to Choice Restorative Medicine included a new location, services, market, and audience. Expansion geared the complete restoration of all web presence.

CLIENT

Choice Restorative Medicine

DURATION
6 Weeks, Winter 2018

ROLE

Branding
UX
Visual Design

Visit Website

"With Choice Restorative Medicine, your healthy choice starts today."

↠ CRM

CONCEPT

Insight

A broadened spectrum of services were lost in translation by an outdated brand limitedly known for chiropractic care.

Challenge

Clear services and contemporary language communicate professionalism and build trust that attracts more promising leads.

To match internal efforts directed at excelling in new medical markets and capturing a younger demographic, I remodel online marketing tactics to prioritize personalization, advocacy for day-to-day wellness, and transparency and design to generate a sense of reliability that is essential to raising conversion.

Solution

Rebranding and expanded services are backed by “the same trusted team” which welcomes new business and honors current clientele.

Previous designs did not do content justice. With emphasis on holistic care and personalized treatment, I carefully rebrand and redesign a custom web experience that steers clear of primarily template-based competitors and advances in resourcefulness, communications, and inclusive support of unique needs.

FINAL VISUAL DESIGN

OBJECTIVES

Goals

Attract
a younger demographic and seekers of ample modern services

Guide
with clear, actionable content for easier discovery and decision-making

Restore
brand language to establish a fresh style and competitive flair

RESEARCH

Target Audience

Health-conscious millennials and baby boomers who take initiative in their well-being and day-to-day activity

Understanding

Forward Practicing

Working closely with my Operation Manager at ProFromGo and Choice Owners Dr. Shannon and Dr. Ashley, I helped channel through the impact of outdated web design and limitations of staticized medical services to advocate for a younger generation of wellness-advocates that present and new medical offerings are geared towards, with respect to the representation of elder generations and grade-schoolers. My lead provisions suggest:

• Healthy options yield healthy choices

• Conversation defeats dictation

• Vitality is ageless and timeless

PREVIOUS DESIGN

Groundwork

Introducing modern marketing strategies further revealed the deterrence of a visual design that showed its age.

The previous web design had not been updated since its initial launch. While I drew inspiration from the overall friendliness and accessibility of resources such as contact info, messaging, and calls-to-action for scheduling and paperwork, I broke away from the crowding of content & overpowering use of color and styling.

WIREFRAME + INITIAL DESIGN

Approach

A low fidelity homepage layout gave form to the hierarchy of content while leaving room for visual interpretation in an early stage of branding.

This general foundation visualized internal planning and helped keep initial conversation objective with a focus on user discovery, messaging, and navigation. Wireframing helped identify where core features would exist and design a workflow that validated my approach to content mapping which also assisted a development discussion on functionality & usability.

Iteration

Alternative visual designs helped refine the direction of branding & overall approach to purpose-driven content.

From wireframe to prototype, I worked to concisely & accurately communicate a consistent message that conveys company characteristics and provides a prosperous attention to detail.

Iteration and feedback lead to a fresh visual design with a more consistent & structured use of color, typography, and styles.

BRAND STANDARDS + STYLE

Logo Refinement

Branding began with the creation of a new logo.

Choice was one of the first clients I partnered with at ProFromGo. Before parting, the previous designer produced a logo to lead off branding. Having client approval, I branched off of the existing color scheme but soon identified issues with typography.

The initial font, Encode Sans Expanded, worked well as an uppercase display font, but lacked readability as a camelcase body font. Through in depth research, I narrowed in on Biryani, which expressed a heightened quality in characteristics of the brand direction and had an exceptional similarity to the prior font which was eagerly approved.

Shaping Branding

To bring brand standards full circle, I worked in neutral, subtle secondary colors to balance the two bold primary colors and align with white and charcoal to heighten visibility and contrast.

In conjunction with Biryani, various weights of the font Work Sans are used to compose copy and actions in the body of content and deliver a friendly accent in partnership with other bold, spacious interactive elements and slender, rounded iconography.

Direction

invigorating • dependable • open • encouraging • genuine

Generous negative space and crisp shapes are calmed by cool hues that compliment and offset bold accents of the core brand colors to establish a down-to-earth yet eloquent environment that sparks engagement & builds trust similar to an in-person visit.