Website and brand for online education platform
Before we could build the brand, we had to reinvent the architecture.
Medcast was a victim of its own success. A company that at first was dedicated to online medical education had become, through a series of creative partnership and acquisitions, a holistic education provider for healthcare professionals. The problem was that the branding, UX and architecture hadn’t been able to keep up with the searing change. As a result, the clarity of the organisation had suffered.
Carter2 needed to define an architecture that could evolve with Medcast’s business strategy and build a brand that
could connect a series of education elements together.
Through a series of brand sprints, the organisation’s architecture evolved significantly. Medcast became the umbrella brand with sub-brands making way for clear fields of study. Medcast was given a point of difference, built around the ‘Medcast benefit triangle’. It established the three aspects that make Medcast unique; its learnings, educators and technology. This benefit triangle could apply to all of Medcast’s different learning programs.
- ‘We’re the best in our field because our medical educators are the best in their field.’
- ‘We’ve streamlined the latest learnings so you can quickly learn exactly what you need.’
- ‘Be inspired - We only work with the best medical educators in Australia.’
Carter2 helped position Medcast as the place for medical education; whether it was online or face-to-face.
With Medcast’s architecture and brand direction defined, it needed a design to match. Following the atomic design principle, Carter2 built a website that could be consistent throughout, while also establishing a clear navigation path for a variety of users. The site was flexible enough to evolve as Medcast grew and launched new initiatives. The logo was refreshed to match the new professional and distinctive design.
Medcast’s site was also optimised for SEO and customer onboarding, with communication driving design at several critical junctions. The new site was able to act as both an education hub and a clear call to action for first-time visitors.
take a look at their new website - www.medcast.com.au