Brief:
ChristianaCare are a network of private hospitals that provide healthcare services based in the U.S. state of Delaware, with operations in seven counties from Pennsylvania, Maryland and New Jersey. Their 2019 annual report 'For the love of health' is one of the main projects that I have worked on from start to finish. The aim was to translate the print version of the report into a digital platform, in hopes of making it available to a wider audience.
Concept:
The print version utilised ChristianaCare’s new brand identity, which took inspiration from Delaware's state flower the peach blossom, symbolising the past, present and future. The idea was to use the shape of the blossom or the curve of its petals as the main graphic element for the microsite in the conjunction with the new branding. The Engel curve (the petal’s curve) would be a creative way to visualise transitions and subtly convey past, present and future. As the Engel curve itself defines positivity, an increase of quality, service demands and performance improvement, this would warm the user to the site.
Solutions:
To achieve the concept one of the solutions was to create an animation of the transition of straight lines to curves. This was implemented throughout the wireframe and storyboarding process. The petal/engle curve was also used in on imagery, divider pages on the wireframe and as a separator. The microsite was designed with eight designated pages that holds offerings, visions, expertise, services, experience and most importantly the factual information about the organisation.
Results:
With all the creative input from concept, research, design and development, the project was successfully launched. The clinical look and feel and the executions of the new ChristianaCare new branding made the microsite intuitive yet engaging and easier to understand without feeling unfamiliar to those used to the old branding. At the end of the project, the microsite was well received by the client and users.