A complete overhaul of an existing brand, coupled with a new, responsive website
Background
We were referred to Amit by another of our clients who we’d recently worked with on branding and a website design. He was keen for us to help with a complete re-brand of the (then) Hale Physiotherapy & Exercise Ltd. This project would involve a new name, logo, colour scheme and brand new website.
The Brief
The written brief provided included details on the services that would be on offer, the target demographic and new website functionality. One of the key aspects of the new website was that it should include a class booking system so as to relieve reception staff of needing to take bookings over the phone. This would free them up for other tasks.
Logo and Branding
The first port of call was to update the old logo with the new brand name. We wanted something that was more easily transferrable across different mediums and that would behave better at different sizes. The old logo was extremely difficult to read at smaller sizes and the use of gradients and glows dated it.
The logo we designed is more scalable, with a focus on legibility and aims to incorporate themes of nature and overall health.
The colour palate has also been expanded, allowing more flexibility with the website designs and we lightened the original deep purple as we felt it was a little overwhelming.
Responsive Design
The new website is mobile-responsive, making it easier for users on the go to find the info they need about the centre. Given the amount of content on the site, a lot of work went into ensuring the hierarchy of information was optimised for what users would be looking for – contact details front and centre on every page, for example.
Site Architecture
The composition of content on a site this size is integral to it’s success. If users can’t find what they’re looking for in the places they expect to find it, they’ll leave. With this in mind we worked hard to ensure every piece of content was accessible within as few clicks as possible and resided in the most obvious places. We did this with the following:
- 35 classes
- 22 services
- 18 staff
- 15 pages
- 11 testimonials
- 3 news articles
- 2 branches
Content Management
Amit and his team have access to edit all of the existing content on the site. They can also add content to any section, meaning the site has the ability to grow as the business grows and the site will expand to house the content as necessary.
Building the site this way also means that Amit won’t need to wait on anybody else in order to update content, it’s all accessible through the minimal backend of the site. Although it’s very simple to manage, we also created a set of video tutorials just in case he ever gets stuck with anything.
Staff
In the admin of the site, staff can be assigned multiple areas of expertise. They will then appear on each service’s page. This can be done as simply as clicking on the preferred services.
Contact Page Details
The contact page can take different types of information, such as multiple phone numbers, email addresses, appointment info, class booking details and a map. If that isn’t enough, we also built in the ability to add multiple Hale Physiotherapy branches, knowing that a new one would be opening soon after launching the website.
Discounts and Offers
Part of the brief for this project was to add the ability to offer discounts and offers to users of the website. So we built a section that allowed Amit to create different styles of discount, with start and end dates and that could be shown on specified sections of the site. They would then automatically run between those dates and disappear once the date had passed.
HTML Email Design
The final milestone of the project was to create a branded HTML email so that Amit could alert his clients to the new website and use the same template to offer discounts and news. The email was designed to be responsive so it also adapts to the users mobile device for a better reading experience.
“White heat design was instructed to redesign our website, which included logo design and a re-brand. I found Xavier from White heat design as a web designer who is extremely competent, talented and professional. The communication during the entire process was superb and he paid attention to every detail of our design, layout, colour palette, branding, presentation, and search engine optimisation. At the end, we have a website that really took us to the next level in look, feel and functionality. The feedback from our clients has been terrific and they have appreciated the improved access and new design. I have received one to one training in how to edit the content on the website, and despite having no experience in web design or development, can now easily update all of the relevant areas as and when I need to.
I would like to say big thank you to him for all the time and effort that he has put into the creativity, design and development of our website. I would highly recommend their services to anyone looking to create or update their website.”
