Rebranding HealthPost for the Mindful Consumer
Client Name
HealthPost
Role
Link
HealthPost, a leading New Zealand online retailer for natural health product. The goal was to revitalize brand identity across their website and digital channels before the New Year.
Challenge
The existing HealthPost website felt outdated and lacked intuitiveness. With a tight deadline approaching, we needed to act swiftly. Here's how we tackled the challenge:
Time Constraints:
With the launch set for New Year's, we had a limited timeframe to complete the project.
Information Overload:
The website boasted a vast selection of products, requiring a clear and user-friendly information architecture.
Gathering Input:
Collaborating with various teams (e-commerce, marketing, customer service) while factoring in user feedback and A/B testing on core pages was crucial to achieve a successful outcome.
Target Audience:
Understanding and catering to HealthPost's mindful audience, who value natural wellness solutions, was paramount.
Solution
Visual Refresh: Worked closely with Andy, the senior graphic designer, to establish a new visual language aligned with HealthPost's brand values.
Engaging Interface: Designed a clean and modern website interface with high-quality product photography and intuitive navigation for a seamless user journey.
Custom Iconography: Created a custom icon set that complements the overall visual style and enhances user understanding.
Mindful Font Choice: Selected a new font combination that promotes readability and reflects the mindful nature of HealthPost's audience.
Collaborative Design Vision:
To craft a cohesive visual brand identity, we collaborated closely with Andy, the senior graphic design consultant. Together, we established a fresh visual language that perfectly aligned with HealthPost's core values. This translated into a clean and modern website interface featuring high-quality product photography. Intuitive navigation was prioritized to ensure a seamless user journey. We further enhanced the user experience by creating a custom icon set that complemented the overall visual style and offered clear visual cues for better understanding. Finally, mindful font selection played a crucial role – the chosen fonts promoted readability while reflecting the mindful nature of HealthPost's target audience.
Cohesive Brand Experience:
We took a holistic design approach, ensuring a consistent brand experience across all touchpoints. This involved translating the website's core design principles into email marketing templates, creating a cohesive feel across all communication channels. Additionally, we designed visually appealing social media assets for platforms like Facebook and Instagram, reinforcing brand recognition and trust with every interaction. Finally, we ensured seamless integration of design elements – from icons and fonts to social media graphics and emailers – solidifying a unified brand identity for HealthPost.
Results and Reflection
Results and reflection
The project proved to be a resounding success, exceeding expectations within the tight deadline. Here are the key results:
Improved User Engagement:
Website engagement soared by 16%, indicating a more captivating user experience.
Enhanced Conversions:
Conversion rates jumped by 25%, translating into increased sales for HealthPost.
Increased Email Engagement:
Email open rates saw a significant rise of 22%, demonstrating an improvement in subscriber interest.
Overall Success:
The rebranding project transformed HealthPost's digital presence, achieving a user-centric and visually appealing brand experience that resonates with their mindful audience.