Apex Wellness Center is a recently renovated health center that models excellent community involvement and eco-friendly construction and values. It is home to multiple healthcare professionals, from different fields but of a similar mind about community involvement and whole body health. Apex needed a website that showcased their strengths and introduced their neighborhood to all the health care professionals that practice under their roof.
On the homepage, we’re showcasing a photo of Apex itself — clicking it will bring a visitor to the about page to learn more about apex – but to it’s right, we have photos of every practitioner that works at Apex. This shows, at a glance, how many people and services visitors will be able to find under one roof.
We used close-crops of the faces so that they are more engaging and friendly in this small format. Clicking any face takes the visitor to the practitioner page, and will automatically jumps them to the part of the page with that specific practitioner’s info on it.
All of this is handled automatically by the content management system we created for them, so that Apex can easily add and remove practitioners from their site in just a few seconds, without losing the consistent style and class of the web site design.
In the blog section, we’ve used larger than usual bylines for post authors, to once again highlight the idea that many practitoners under one roof creates a better health care experience for patients.
Each page of the site has space for an optional summary sentence at the top. In marketing speak, we often refer to such easily scannable introductory text as a “value proposition,” meaning that it helps visitors to immediately understand the point, the bottom line, the reason why the information on that page matters to them. They help to grab the attention of drive-by visitors who won’t do in-depth reading, and understand what Apex is all about in little sound bites. For those visitors who are on the edge about whether they want to read the information, they can help provide a compelling reason to dig deeper as they find that they resonate with the values Apex chooses to highlight. Because Apex has so many great features that are easy to introduce, if not fully explain, in a single sentence, it is ideally suited to leverage value propositions.
We tried to keep the design simple, as there is actually quite a bit of information on the page, and we didn’t want to create overwhelm in visitors with complex patterns and textures that might compete with the wealth of information.
For the colors, we were inspired by snapshots we took when visiting the office. Beige and green are the dominant colors, but we’ve added some brighter colors – such as raspberry red, pumpkin, and dusty purple – to offer a bit of pizazz, and to echo the way that each room in Apex has a different accent color. These are cheerful, but natural colors, which is something that Apex is all about.
In the footer, a subtle texture might be read as leaves, or light through leaves, but this is actually our nod to Apex Wellness’ famous fishtank — since it was mentioned in every meeting how much they loved their fish and wished they could be featured on the site, we tried to sneak them in in an unobtrusive way, just as a touch, an echo, keeping the focus on the practitioners but letting them know when they look at it that the fish are there in spirit.
The main texture in use on the site is a paper texture. But it’s not just any paper, it’s hand-made, recycled banana paper. We thought this was a a great nod to the eco-friendly philosophy that Apex has, and spoke a little bit to the alternative sensibilities in the foster-powell area that they serve.
In the footer area, we’ve actually layered a wooden texture, with a hint of a stone-like texture, to call back to the materials seen in the outside of the Apex house, and offer a strong base for the page.