Overview

The Problem

Dr. Benzick wanted to rebrand his practice and specialize in ADHD and mood disorders rather than the generalized practice he had previously. He needed users to be able to easily access a large amount of textual data easily, without overwhelming them. Through user research, I found that his patients chose Dr. Benzick over other psychiatrists with the same speciality because of his approachable and laid back character as a person, as well as his unique wholistic approach to psychiatry.

The Solution

This project was more than just a new website or ad campaign. Rebranding meant taking a deep dive into what the business owner wanted to achieve, who he was as an individual and as a psychiatrist, and working to ensure consistency and scalability of all design decisions. It also meant developing a design system that could become a living document and facilitate brand consistency moving forward.

The brand kit included:

• Documenting brand voice (Laid back, Competent, and Hopeful)

• Design system

  • Brand color palette and use cases compliant with WCAG 2.0

  • Typography and use case documentation

  • Logo and wordmark for dark and light modes

  • Image guidelines

  • Iconography

  • Reusable, responsive components built on atomic design

• Social media assets for Facebook and Instagram

• New website built on Responsive Web Design (RWD) with CSS grids with defined tablet and mobile breakpoints

• Blog set up and templates with appropriate information architecture and SEO.

• SEO and UX copy used in tandem

The Impact

The new website reduced the time it took for a new client to discover and book their first appointment by 2 minutes and resulted in 400 new unique visitors within the first 2 weeks of launch. User feedback demonstrates an improved sense of the provider's relatability and competency from the old site, and 86% of users reported higher confidence in the provider's up to date medical knowledge.