Interim HealthCare is the oldest and largest provider of at-home senior care in the home healthcare industry. With a network of more than 300 franchise offices, brand consistency became an issue as each office created its own website. This complicated the conversion process, making it more difficult for users to successfully make contact with their local office from the corporate site.
The main objective in this project was to bring all the individual franchise sites under a single domain optimized for user experience and SEO, making it easier for users to contact Interim and generate more leads for the company. In addition, the new website needed to serve as a long-term asset for the business’s goals while reflecting the company’s distinguished history. As the lead designer, I was tasked with reimagining Interim’s look, feel, and voice to be better positioned for their future growth.
- Streamline conversion path for two key audiences: those seeking care and those seeking careers
- Create a modern and consistent brand standard to communicate reliability and expertise within the space
- Modernize content and copy to better fit the evolution of the brand’s offerings and goals
- Architect complex content governance rules and workflows to allow a symbiotic corporate-franchisee relationship while correctly mapping unique data for each office
- Ensure CMS is usable and intuitive for corporate stakeholders through comprehensive training sessions and documentation
Diversifying and updating Interim’s photography library was a major component of updating the site’s look and feel. To add overall warmth and distinction to the Interim site, we utilized the strength of our service network and partnered with a sister agency, Periscope, to create several photography directions from which client could choose.
Interim’s existing branding communicated their authority and clinical expertise within the space but — when translated to the digital space — read as dated, sterile, and lacking the personal warmth expected from a personal care professional. We reinterpreted their visual look and feel with a digital-first approach, adding light pastels, friendly illustrations, and more natural photography to add comfort and accessibility to the site.
Our design strategy focused on streamlining the path to connecting both care- and career-seekers to their nearest office location, as well as clarifying the types of services offered and emphasizing the quality of care provided.
Steve Schildwachter, Chief People and Brand Officer, Interim HealthCare
Kentico January 2024 - Site of the Month in Healthcare Space
Hermes Creative Award - Gold Winner 2024
