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CASE STUDY
Rapid Website Redesign For Healthtech Brand
MyDirectives offers a digital advanced care planning platform that is interoperable with all of the major electronic health records (EHRs). They empower people to ensure their healthcare preferences are accessible by those who need to know when it matters most. The organization approached A Brave New to facilitate a website redesign on an accelerated timeline driven by an upcoming brand transition.
THE SITUATION
Shifting away from a stand-alone corporate brand necessitates a speedy redesign
MyDirectives was originally a product brand of a company named ADVault, Inc. As the product grew in adoption and popularity, it quickly eclipsed the overall ADVault brand both in brand recognition and loyalty. Ultimately, the MyDirectives team made the wise decision to retire their stand-alone corporate brand and focus all of their efforts on MyDirectives.
When MyDirectives approached us, they had already completed a refreshed visual identity for the brand and begun all of the legal and logistical work to transition away from ADVault. The last major piece remaining was to create a new corporate facing website.
The organization had a timeline of just over 8 weeks to redesign the site. This deadline was necessitated by sales cycles and the need to drive significant growth in current year.
Obviously, it was time to get to work.
THE SOLVE
Leveraging & customizing a flexible HubSpot theme to quickly design a new site
In order to facilitate a quick transition to the new MyDirectives site, we leveraged a flexible theme called Clean Pro as the foundation for the new site. Then we began customization. Our work was a balance of leveraging pre-existing templates and pattern languages that exist within them, as well as making dramatic visual customizations to ensure the site uniquely represented the MyDirectives brand and visual identity. The project had three key phases.
Prototype design
Our goal was to design a customized look and feel for the site despite leveraging a pre-built theme. To do this we began by developing design prototypes that leveraged the strengths of the theme but also deeply reflected the MyDirectives visual identity.
Theme customization & migration
Our development team took our design prototypes and quickly customized the theme templates, layouts, and CSS. Within a few weeks we were able to set up the main structure of the site, migrate content from the existing corporate site, and collaborate with the client on content changes needed to ensure the MyDirectives brand was represented well.
On-page design
Once site content had been migrated and all of the new site styles set up, our design team moved through each of the pages on the site to clean up the on-page design, insert visuals, and ensure that the recycled content fit well into the new site templates.
THE RESULTS
A new front door for the MyDirectives brand in less than 3 months
It was less than 3 months from the moment the scope was signed to the launch of the new site. In that timeframe, we translated the MyDirectives brand into a new site design that reflected the forward vision of the company and built out a site that reflects the full scope of MyDirectives offerings and the customers they serve.
The successful completion of this project allowed MyDirectives to fully retire the ADVault, Inc. brand and move forward confidently into their next phase of growth.
