defining digital cancer care
Company: Careology
Role: Product designer (freelance)
Product: Website & branding
Careology, a health-tech startup dedicated to cancer management, needed a new website as their existing one was outdated and failed to effectively convey their mission. The objective was to create a modern, accessible and engaging website, aligned with Careology’s values while enhancing accessibility. As a product designer with Poppins Agency, I led the project, spearheading user research, crafting the user experience and reshaping the brand identity.
The initial research highlighted how the website’s navigation was overly complex, cluttered and burying critical information. Moreover, the existing brand was underdeveloped and inconsistent, lacking maturity. Careology had no defined brand guidelines, which I addressed by repurposing and streamlining the existing material: I worked on redefining the brand’s color palette, typography, and visual style to make them more accessible and reflective of the brand’s empathetic ethos. I recommended a softer, warmer and more welcoming colour palette (shifting some of the existing shades), creating a cohesive and professional visual identity, to ensure consistency moving forward.
a new website for a new phase
The redesigned website is a modern, responsive B2B platform that clearly communicates Careology’s mission while appealing to business stakeholders and individuals seeking support. The new design simplifies navigation for a more seamless experience whilst delivering an empathetic, user-friendly interface fit for its new enterprise audiences.
This website aligns with the refined brand identity, presenting a cohesive visual and tonal message; It perfectly positions Careology for its next phase of growth, combining cutting-edge design with a deep understanding of its stakeholders: patients, healthcare professionals and caregivers at the heart of their mission.
a brighter future for digital cancer care
Supporting Careology to launch its next phase has been empowering. From redefining their brand through a more focused creative direction, to crafting a website fit to appeal its new audience and stakeholders. This project has opened the door for further collaboration between the startup and Poppins agency, to this day Careology has a new and improved branding that works beautifully on their website.
All made possible by my work on repurposing their existing branding, all about decluttering their visual identity into a more mature vision, with the addition of a shade of marigold yellow for a warmer and more positive outlook.
