WE LEARNED —

Health is complicated. Telling the brand story in a way that is informative, easy to understand, and most of all, ethical is immensely challenging in a space that is highly regulated and scrutinized—but consumers deserve nothing less.

"Everyone at Calibrate has been so excited to see and feel this investment in the brand. Thank you again so much for just being absolutely exceptional partners through this work. Incredibly grateful that we were able to do this together!"

Alison Medland
VP, Head of Design
Calibrate

THE ASK —

The Calibrate team drew us in with an irresistible question: “If we kept the UX and website wireframe the same, how far could a visual refresh take us?” With our curiosity piqued, we partnered with them on this experiment, confident we could prove just how much visual design matters by modernizing Calibrate’s existing brand assets to reflect the cutting-edge health startup that they are.

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WHAT WE DID & HIGHLIGHTS —

Sophistication, finesse, and continuity were the goals of this visual refresh. The Calibrate team provided us with a clear vision, a creative brief, and a few brand assets—and we dove right in. It’s no surprise that a health startup guided by doctors approached this experiment with all the rigor of scientists in a lab. We were instructed to take a “no harm” approach to introducing our new design system so they could maintain site performance, isolate variables, and better understand the impact design ended up having.

Using the current site as the UX and content flow guide, we came up with five visual design directions that provided a more contemporary spin on the existing branding. From there, the Calibrate team narrowed it down to one, and we pulled in elements that they loved from the other options as well.

WHAT WE DID & HIGHLIGHTS —

Test. Measure. Repeat. Through week-by-week iteration, we tweaked the entire site based on this visual direction, figuring out treatment, content, and overall look and feel. While we had originally agreed that UX was out of scope, we couldn’t resist. As we worked with Calibrate more, we were inspired to make some UX changes, especially on mobile, that took the site to the next level. We also suggested more effective ways of storytelling to drive leads down the funnel to qualify for Calibrate’s science-backed Metabolic Reset program. From information to photography to art direction, we found a more human way of explaining how the program works so consumers can make more informed decisions and Calibrate can uplevel its customer acquisition.

The result? The first test Calibrate ran before the full launch saw a 30% boost in CTA engagement on the home page, which is a top source of driving leads into their funnel. They were pretty stoked about it, and so were we.

Last but not least, we helped them branch out into the B2B space, positioning their program as an employee benefit through Calibrate for Employers. To do this, we fine-tuned their value proposition to highlight the aspects that appeal most to employers and benefits providers and built top-of-funnel pages to drive leads.

Exprience Strategy
Art Direction & Content Design 
Visual / UI Design
Information Architecture
Interaction Design
Headless Deployment

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