API provides risk management services, malpractice insurance, education and resources to physicians, administrators and office staff. They came to Envision Creative Group with a perception problem they needed help in solving. They realized that their website and marketing collateral were not connecting with their primary target audience. We helped them examine some of the potential reasons for this problem and determined a new website and marketing collateral were needed to reposition API in a way that reflected the partnership between the insurance company and the physician with API’s overhanging dedication to quality service for their customers.
Before:
Their existing website was very dark and foreboding with stark imagery of a surgical procedure and an alarming color pallet that made most visitors uncomfortable. In addition to the imagery and stark color pallet, there was not a clearly defined goal or call to action and the site’s content was not broken up in a way that encouraged visitor interaction. One of the main issues was a lack of clear navigation in finding contact information for the corporate offices or even a sales contact.
After:
For the new API website, the design team at Envision started with the client’s brand positioning in mind. API wanted to communicate peace of mind and show that they had a deep understanding of their customers’ unique needs due to the fact that their board of directors is comprised of actual physicians. We therefore created a new site that has imagery and a color pallet that evokes a calmer impression. The color pallet was chosen based on those found in hospitals and physicians’ offices. The imagery and messaging we created were chosen to highlight the partnership between the physician and API, (The imagery was all custom photography shot by our in-house photographer).
This created a comfortable and familiar setting for the visitor, which lead to a high level of confidence in API. It conveyed the perception of value the client was looking for and clearly provides easy navigation to the primary areas of interest and calls to action.