AGENCY: EROI | CLIENT: CARE ESSENTIALS | ROLE: VISUAL DESIGN
CARE ESSENTIALS DIGITAL BRANDING AND WEBSITE
Kaiser Permanente needed help launching their new convenient care clinic, Care Essentials, into the digital world. I worked closely with my senior designer, Aimée Reed to build an intuitive website designed to introduce the brand and help users easily book clinic appointments. Along the way, we produced a series of local photo shoots to visually capture the brand, and developed a Digital Style Guide to further define the brand for digital platforms.
Create a clean, uncluttered, user-friendly site that both introduces the brand and houses all CE related information with scalability in mind.
Clean and uncluttered means no auto-play videos, random pop-ups of benefits, or extraneous detail. We delivered a streamlined and engaging experience that informs and delights the user so that they can get what they need in the fewest clicks possible. The site also meets ADA benchmarks so that everyone has access.
Keep users booking on the site: integrate an external booking widget system seamlessly into the web experience.
We chose sticky navigation so that users can hit the 'book now' button from anywhere on the site. Once they do, the widget guides them through booking without storing their information. This can be a jarring experience, so I worked closely with developers to style the widget to feel like it was an extension of the site.
Establish the brand as a competitor with other industry disruptors while leveraging Kaiser Permanente's reputation for excellence.
CE is all about integrating into the community they care for. To differentiate them from contemporary one-size-fits-all franchises (like Zoomcare), we concepted and produced a local photoshoot, creating a database of custom images marked with a true Portland vibe. This way, we were able to personalize and control the visuals instead of relying on predictable stock photos.
It's tough to navigate the approval process of a company with a large infrastructure. Working with an incomplete and changing style guide from Kaiser Permanente's agency of record, I made a separate Digital Style Guide to establish baseline styles that consistently translate the brand for web platforms. That meant adapting the color palette for screens, choosing web fonts and type hierarchy, outlining the overall image styling etc.
For this project, I challenged myself to build comps in with a relatively new program called Sketch which I now use for most web projects.
Check out the full site here: CareEssentials.org