Revitalizing a 30-year business
IVF Phoenix™
I collaborated with the owners of IVF Phoenix™, a leading fertility treatment provider with two Arizona-based locations, to successfully rebrand their organization. Through updated branding and site design, which achieved a more robust and user-friendly experience for their valued clients.
A Snapshot
Branding
IVF Phoenix™ sought brand modernization while maintaining the essence of its identity, particularly by leveraging the prominent navy blue color from its logo. Previously, the color palette consisted of pink, blue, white, and black, symbolizing traditional gender associations. Our objective was to transition to contemporary colors, starting with the logo's navy blue color as a base color.
Defining the color palette
Using color theory, I curated mood boards that harmonized with the client's organizational objectives. Each mood board presented a selection of colors, allowing the client to choose their desired direction. For conveying hope, I incorporated a vibrant yellow hue, lavender for compassion, and soft shades of blue to instill calmness. Additionally, secondary colors were chosen to complete the color palette.
Website Design
Imagery
Photography
Two types of imagery were used to aid the audience in identifying information areas. Photographs were utilized to help audiences navigate the resource path they arrived at. When it came to showcasing the center, I opted for pictures of the team members to counterbalance the impersonal and clinical environment often found on other competitors' websites. My goal was to convey the warmth and inviting atmosphere that IVF Phoenix™ provides to parents embarking on such a deeply personal journey.
Iconography
The second type of imagery is iconography, carefully chosen to symbolize the various stages of the services offered. Below is an example set of iconography from Invitro Fertilization (IVF).
Service Page
IVF Phoenix™ welcomes two primary audiences: those seeking general information and those specifically searching for particular services offered. Therefore service pages were created to include all the information that a user could need.
Each service page is broken down as follows:
1. Hero Section:
This section uses service names, and images accompanied by a concise and informative description to confirm users of their correct service location. Regardless of the pages the customer visited before or their intended future destinations, they can schedule a consultation at any given moment.
2. Indications:
The next section outlines the indications that would qualify users for this service. To present the content in a user-friendly manner, I used flip boxes with titles displayed on the front and additional information provided on the back. This approach prevents overwhelming the user and offers them the flexibility to skim through the information swiftly or dedicate more time to thoroughly reading the additional details.
3. Process & Procedures:
As a user continues to scroll down the page they will be able to see the process and procedures sections. Each step is sectioned off by an icon, title, description, and a light gray background color to allow the user to read each section without distractions.
4. Additional Information & Resources:
Upon reviewing the main content, users are presented with another valuable opportunity to schedule an appointment, address any queries through the FAQ section, explore testimonials from other patients, and gain insights into pricing, additional resources, and accepted insurance plans offered by the organization.
