Branding Details
Logo
The Raleigh Group mentioned wanting a house incorporated into the logo as a representation of the safe space they foster for the community. We wanted to honor this request while also making sure the logo clearly represented what they do. By incorporating the stethoscope and the heart, the Raleigh Group’s mission is well illustrated.
Colors
These colors are a brighter version of the colors you’ll find in the Raleigh Group’s practice. We chose to brighten them for ADA compliance and help bring to life the playful nature of the brand.
Patterns and Icons
Through a hand-drawn pattern, we were able to nod to the Memphis community Raleigh Group serves. The “M” Bridge, the Peabody ducks, the Memphis grizzly, and the Memphis Zoo’s bear all appear in the illustration. The icons continue the youthful, but professional feeling.
Font Choice and Tone
The brand tone portrays the brand as an established, but modern and well respected pediatric center. The fonts, visuals, and photography used to support the brand are all emotionally positive.
Branding Continued
In addition to creating a brand for the Raleigh Group, we were tasked with creating a new website that brought their new branding online. There were a few key elements that made sure the tone was carried through and that their goals were accomplished.
Animation
In the pattern, you’ll notice movement that is hand-drawn, but within the site, we wanted movement through hover effects and parallaxing. This movement continues the youthful feel and makes the site more engaging.
Designing Clear Calls To Action
A beautiful site is great, but we believe in both form and function. When asking Raleigh Group about their main goals for the site, it became clear that they were looking to educate and empower their patients’ parents. The site needed to not only be an educational tool, but to equip users with information that would help them avoid an unnecessary trip to the doctor. You can see above that in addition to the expandable menu, we have a sticky navigation bar that follows you throughout the site. This highlights the four main calls to action and helps users quickly get the information they need most.