When I arrived at ELCG, the external web design agency had already started the web design, but with no creative leadership in-house, the project did not have much direction. The initial brief had changed significantly and the scope of the project had expanded since the agency started. This meant that the project was massively behind schedule.

European LifeCare Group operates a network of private vaccination clinics. There are three main brands – London Travel Clinic, Vaccination UK and Dankse Laegers Vaccination Group (Denmark). I worked on all three brands in-house part-time for most of 2019.

Rebrand for London Travel Clinic including logo refresh, brand look and feel

Managing the web design agency throughout the site build

UI guidelines for the external web design agency

Assets for the web design agency including icons and imagery

Booking process redesign – including user flows, wireframes, prototypes, presenting to stakeholders and UI design

Gathering feedback from stakeholders and presenting back to the web agency

Ongoing review of site post launch, and suggesting improvements based on data collected

Marketing materials

Part of the first in-house creative / marketing team – so no clear processes in place

The only design person within the team

Many stakeholders with differing opinions

No clear insight into customers – anecdotal evidence only

No user research

Results and project highlights

Delivering a new website, improving the conversion rate

Opportunity to practise UX – creating a whole new booking process

Learning more about the dark art of SEO

My first task was a brand redesign. The web design agency had presented a look and feel for the new site but the restrictions of the original brand meant that the new site was still looking old fashioned.

The branding needed to have a balance between being clinical and fun. We needed to show the brand was clinical and trustworthy, but appeal to an audience of travellers.

The graphic on the existing logo was well liked so the requirement was to keep this. We wanted to avoid blue – as it was too clinical.

What is a brand without a colour palette? I created the below colour palette. The key was to create a balance between being clinical, but young and fun. Rather than go for a blue that is typical in the clinical space, we went for green and teal to make the palette warm rather than cool.

This colour palette developed as we used it. For example, we found that the colours needed to be darkened for print. 

As you know, imagery is also a huge part of branding.

We chose to use clinical or medical imagery sparingly – only in instances where we are introducing ourselves for the first time, or we are placed in an environment that is travel related (eg. a travel agent).

A lot of stock images around vaccination are a bit scary – showing needles in arms. We definitely wanted to shy away from this, so as not to affect people with a phobia of needles. Instead, we opted for more ‘generic’ imagery in the interim while planning for a photoshoot in our own clinics.

Travel imagery needed to be inspirational – showing adventure holidays.

We tried to shy away from boring, usual travel imagery – of white sand beaches and sunbathing.

When I arrived at ELCG, the external web design agency had already started the web design, but with no creative leadership in-house, the project did not have much direction. The initial brief had changed significantly and the scope of the project had expanded since the agency started. This meant that the project was massively behind schedule.

I also took control of the new site booking process. With differing opinions across the board of directors, and a complex back-end API managed by another external agency, this was proving challenging for the web design agency to create and was not included in the original scope of the project.

Managing the delivery of the site meant collating feedback from the board of directors, providing constructive feedback to the agency and ensuring timings were being kept to.