Physicians Working Together
Branding & Website Redesign
PWT is a grassroots organization of physicians who've united together to improve the medical system for patients and doctors alike, in the U.S. and around the world.
Revamped their website to represent the group as a serious and professional body, in order to help the organization attract new members and encourage active participation.
1) Primary: physicians and clinicians, 2) Secondary: Medical students and residents.
After analyzing the content on each page, the website's structure was overhauled to remove redundant/repeating elements. Some of the menu options were renamed to be more succinct as well as interesting and engaging. The site's two main goals were to grow their member base, and to solicit donations.
Knowing about the mission of PWT, their values and goals, I blended it with the website's existing copy, to create new copy that was clear and direct, yet had a positive tone of voice.
PWT had a very well done video that was hiding towards the bottom of their old site, so I moved it to the top so that it would garner the attention that it deserved. A explanation kept short and sweet as to Who the are, what they do came next.
What's impressive about PWT is how it grew from a small handful of physicians to 7,000 members within the first 2 years of existence, so I put that up next. But what I found most compelling about PWT is how it provides value to its members -- the "why" behind the organization, so I highlighted it with some testimonials.
I didn't want to have the newsletter signup compete for attention with any other elements, so placed it in its own column.
I wanted to keep the blog page as streamlined as possible, so removed the intro blurb on the page, as it seemed like extra "fluff" that didn't need to be there. The photos were increased in size (some retouched) in order to make it more appealing and enticing to click on. The result is a much shorter page, with the addition of articles that are categorized by month to make for easy searching.
Originally called "The Physician Lounge", we decided to make it more descriptive, and changed it to "Helpful Links", which is exactly what the page was -- a list of partner organizations and/or useful resources. However, a page full of text is very dry to read, so I added logos to each link to "liven up" the page, and shortened the descriptive text to make it easier to skim through the list.
After determining what content should go where, I then tested out a few wireframe ideas. Shown here are 2 of the variations that were made.
After trying several colour possibilities, PWT wanted to stay with the blue and green colours. The layouts to follow will show different variations of blues and greens.
We wanted PWT to have an approachable look and feel, so kept its letters all lower case. Because its an organization about changing the old ways, I wanted to use sans serif fonts for its clean, modern look. Several type faces were tried, with the winner being "Bree", as it's "friendly", yet strong and minimalist, and has just the right balance of minute details that make it unique.
Here's a small sample of the collection of various digital graphic, textile and ceramic designs from which I drew my inspiration for PWT's website. Various patterns, colours and gradients gave rise to the process and end results.
The text stayed the same while I experimented with different images, layouts, and variations of blues and greens. The more vivid colours were favoured.
Here are some initial variations of the mockups. I went towards brighter and more vivid shades of blue and green, as they reflect a happier and more positive state, which is what the organization aspires to be. The mockup on the right is the closest to the final version of the website.
The administrative board was extremely happy with the final result of the website, and their member body has grown from 4,700 members to 7,000+ within a span of 6 months from the time that I had initially started working with them to the time of this writing.
Logo Design & Branding: Illustrator, Photoshop
Mockups: Sketch, InVision
Design: Priscilla Then
Copywriting: Priscilla Then & Dr. Kim Jackson