UnlockHealth.com needed a significant internal redesign following the merger of Unlock Health and SPM Group. Our goal was to create a unified digital presence that effectively showcased the organization’s broad range of services, including technology, integrated marketing, and performance marketing. With multiple lines of business coming together, the new website needed to reflect a cohesive brand identity while clearly communicating the company’s expertise and value to healthcare marketers.

Another equally important goal was to evolve the brand’s visual expression. Client feedback indicated that the existing identity felt too dark and unapproachable, which clashed with the needs and expectations of healthcare industry professionals. Our redesign aimed to create a more inviting and strategic look and feel while maintaining brand recognition.

Role: UX Director

Brand assessment
Personas
Wireframes
Style tiles
Design system
Prototypes
Design documentation & QA

Challenges

First, the merger of Unlock Health and SPM Group required consolidating multiple business lines into a single, cohesive website without diluting their individual value propositions. Second, the existing brand identity received negative feedback for being too dark and unapproachable, necessitating a careful reinterpretation to make it more inviting while still sticking to established brand guidelines. Balancing these design updates with the need for accessibility, usability, and lead generation was crucial. Lastly, the project had a tight timeline, requiring an efficient UX process that included brand assessment, persona development, wireframing, and the creation of a scalable, component-based design system to ensure long-term consistency.

Research & UX Foundation

To guide the redesign, we conducted a brand personality assessment based on a user survey and in-depth interviews, revealing that the previous identity felt too dark and unapproachable, which informed a more welcoming visual approach. We also developed user personas, representing key audiences like healthcare executives, financial decision-makers, and potential employees, ensuring the site met real user needs.

Focusing on information architecture and wireframing, we structured the site to reflect Unlock Health’s diverse business lines—technology, integrated marketing, and performance marketing. Wireframes helped create intuitive navigation, emphasizing key content areas such as case studies and resources. These research-driven decisions laid the groundwork for an engaging and effective website.

Design Process

With a solid UX foundation, we translated insights into a cohesive component-based design system that balanced flexibility and consistency. Using style tiles, we explored typography, color schemes, and visual elements to shift the brand toward a lighter, more inviting aesthetic. The redesign addressed previous concerns about the dark, unapproachable brand identity by refining layouts and visual hierarchy. Through iterative prototyping and structured design decisions, the final design successfully unified Unlock Health’s diverse business lines into a seamless and professional digital experience.

Outcome

The redesigned Unlock Health website successfully unified the brand’s diverse business lines under a cohesive digital presence. By implementing a component-based design system and refining the visual identity through style tiles, the new site achieved a more approachable and engaging look while maintaining brand consistency. The final product not only showcased the organization’s wide-ranging expertise but also provided a streamlined, user-friendly experience that better resonated with healthcare marketers.