Luye Medical came to Sedgwick Richardson looking for a UX and branding solution that tackled their existing site navigation issues and extended their new brand within the digital space, whilst aligning with the master company Luye Life Sciences Group and retaining dual language capabilities.
To create an intuitively designed experience that enables users to navigate and locate information with ease whilst enhancing with animation.
To create a cohesive digital design system which aligned with Luye Medical’s new branding and Life Sciences Group branding.
We began by evaluating Luye Medical’s existing site from a content hierarchy and usability perspective, identifying areas to be retained, repurposed and removed. The key takeout was that an overuse of animation effects and lack of content made the site difficult to navigate and to understand exactly what Luye Medical does.
Once enhancement opportunities were identified, we worked with Luye Medical to develop a refined site map and a series of responsive wireframes to help visualise content flows and page structures.
Inspired by the existing identity we then worked to design a series of digital brand components and design elements to form a cohesive system with the identity. These components ranged from maps to smaller micro components such as button styling.
Building on the fluidity within the brand identity we developed a series of dynamic fluid shapes for background graphics, image masks and iconography style while retaining the intuitive user experience.
Care was taken to ensure the suite of offerings was presented clearly and designs still worked with both English and Chinese copy.
The bi-lingual site was built with subtle interactivity incorporated and with a fully functioning CMS to facilitate the management of content and future content additions such as news pieces, new locations and specialties.
It was a great experience working with Sedgwick Richardson for the design and production of a new website based on our rebranding campaign. The thinking process and structured approach to the development of the website was efficient and well-rounded, enabling the project to proceed seamlessly. The strong creativity and commitment to the project truly made their service an exceptional one. I will certainly recommend Sedgwick Richardson to anyone who is looking for a positive experience in brand development projects.