My role: Lead Visual Designer

Who I Worked With: Creative Director, Account Manager, Senior Management, Programming and Copywriter

Project Summary: We were tasked with designing a Nursing Home Abuse and Neglect referral site for a client that had solid relationships around the country that they could leverage into outbound referrals, as well as a strong inbound referral network. They were well positioned with the expertise and staff/resources to screen intakes and disseminate to the appropriate party. The site would serve as a lead generation resource and a secondary revenue stream for the law firm.

The challenge: The site could not look like a referral site and needed to target both potential consumers, who include the children of aging parents that were in nursing homes, long term care facilities, assisted living establishments, rehabilitation institutions and potential business partners. This included other attorneys who looked to our client based on previous successes the firm had in this area, and maintain the law firm’s outstanding reputation. The focus of this project was centered around SEO and was constrained to a specific wordpress template and wireframe, while maintaining usability and a responsive nature to ensure the same experience across all platforms

Solution: Given the sensitive nature of the subject matter and the target audience, we leveraged heavily emotional photography to communicate empathy to our users and to demonstrate the client’s familiarity in dealing with victims’ families.

As part of the design process, we developed a design system to support both usability and the content-heavy nature of the site.

Given that the goal of the site was to establish the client as an authority in the field, we developed a keyword-rich, content driven site. We could not launch this site in a timely fashion if we designed each page within the site, so as part of our design strategy, we developed a templated interior page to hold much the site’s content. As such, we constructed a well-defined typography system to serve as a guideline for interior pages that would be used by a content manager through a CMS a later time.

Tools used: Sketch, Adobe Photoshop, Adobe Illustrator, Zeplin

Results: Overall, the client was satisfied with the site and began seeing leads coming in. At the time of starting this project, it was unclear what the name of this site was going to be and what the domain would be. It was also undecided what the voice of the site would be and exactly how the headline was going to turn out. This can be seen throughout the iterations of the project. I learned that maintaining flexibility in designing is paramount with rapidly shifting client needs and incomplete project details. Ultimately, I discovered that throughout the internal decision making process you can wind up exactly where you started.