BioReference Laboratories, Inc. asked us to develop a direct-to-consumer business unit of their company. Research revealed three important things. That BIoReference Laboroatories’ traditional competitors (LabCorp and QuestDirect™) were really only paying lip-service to creating consumer-focused brands; that they probably weren’t the biggest competitors (hello Roman®, Nurx™, Everlywell, Hims…), and that consumers weren’t turning to those new because they distrusted doctors – they were turning to them because they expected healthcare to be as on-demand as everything else in their lives.
So, we built them a brand that was.
And then, because this is a healthcare site with an e-commerce component to it, we had to make sure that however we began the customer experience, seamlessly transitioned to the more rigid and formal requirements that medical and financial regulations require. So that when the customer actually wanted to close the sale, they didn’t feel they’d been dropped into a foreign environment. That meant tweaking the front end while pushing the limits on the back end – to make it all feel like one site. Even when it wasn’t.
And the result? Thousands of site visits and tests ordered – and a brand the company is investing in 2021.
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