Medcan is a global leader in preventive wellness and lifestyle management with over 40,000 corporate and private clients. In 2015, Medcan underwent an entire rebrand. I was part of the team at Forge tasked with the design and development of the website in accordance with the new brand direction. In 2017, Medcan was ready for the next evolution of its online presence and once again approached us, this time with more specific goals in mind:
- Grow the B2B clientele but not to the detriment of the B2C clients
- Make the design and user experience more engaging so that users would spend more time on the site learning about Medcan's offerings
- Build upon the flexibility instilled in the first web design
Our solution was to design the site as modules, allowing the client to mix-and-match the sections to create new pages. We made sure any new modules integrated seamlessly with existing sections and work in any combination. This system gives the client the flexibility to grow the site into the future. We also employed a tab system at the top of the homepage to let the two distinct audiences toggle to information most relevant to them. To make the site more engaging, we made use of larger images, more concise text, a simplified navigation, and made "Call to Actions" more prominent.
By having B2B content as the active tab on the homepage and the B2C tab easily accessible, we satisfied Medcan's need to increase communication with their B2B audience, but not at the expense of B2C clientale.
As part of the redesign, I was part of the team that oversaw a photoshoot at the Medcan offices. I provided input on model selection and on-site art and styling direction. The resulting images are used across the website and in Medcan's print materials. They have been an invaluable marketing tool for the client, as they allow them to visually tell their story and show the quality of their services and facilities.
Studio: Forge Media + Design
Creative Direction: Meg Lynch, Stüssy Tschudin
Design: Heather Angell
Project Management: Heather Jarvis
Development: Matthew Shaw, Marianne Pointner, Genevieve Moreau
Photography: Sandy Nicholson