Michigan ENT & Allergy Specialists
Ground-up strategy, design, and marketing. Michigan ENT & Allergy Specialists came to Elexicon as a brand-new practice in need of an original identity and presence, both physical and online. This included developing the practice’s brand, creating color profiles, and print design, as well as a new website. We did everything, culminating in a beautiful, incredibly usable, cross-platform web presence built on a responsive framework with simple editing capabilities.
Setting the Brand
Through research, exploration, and thought-out design, Elexicon developed an identity for the practice. The finished icon showcases four equally sized and spaced interwoven bands. Each band represents an area of practice Michigan ENT & Allergy Specialists focuses on: ear, nose, throat, and allergies.
Building the Foundation
Before a swatch of color was chosen or a single pixel was laid to screen, the process of planning and wireframing the content began. The focus during the information architecture phase was organizing navigation, page layout, and content so the user could find information easily. We reviewed competitive, parallel, and complimentary websites during this process. Once the sitemaps, matrices, copy decks, and wireframes were complete, the blueprint for the website was constructed. It’s important that this process happen prior to the design phase, as the focus remains on what’s most important — the user’s experience and interaction with the content.
Crafting the Experience
Based on the design direction, we developed a beauitful, easy to navigate website built on Twitter's Boostrap platform. The site features client editing capabilities, simple content navigation, an intuitive responsive layout, social media integration, and a blogging platform.