Role
Creative Director
with Beam Healthcare
with Beam Healthcare
Scope
Brand Identity
UX Research
UX/UI Design
Brand Strategy
Content Strategy
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Teams by Beam is changing the way businesses provide employee healthcare.
A subsidiary of Beam Healthcare, Teams by Beam offers a monthly subscription healthcare service to business owners and their teams. Services include primary care, specialist consults, free prescriptions, mental health counseling, lab work, and more – all delivered via telehealth.
As Teams by Beam completed Beta testing and moved their focus to business development, it became clear that a reinvestment in both the brand identity and our website were necessary. I spearheaded this endeavor, working closely with leadership and all major departments throughout.
Establishing a foundation
The logo
I actually designed this logo in mid-2022. I was a contractor at the time, and I had a very tight timeline – all of 2 hours. While we were happy with the concept, our sales team noticed significant issues with legibility once we began exhibiting at trade shows in 2023.
I began with a combination of in-person interviews and Google Surveys. Questions concerned overall look and feel, emotions invoked by the mark, and whether or not they could read it.
Results showed that the emotions the mark conveyed were in line with the brand, but legibility remained at around 65%.
Overall, feelings from interviewees were mixed. However, legibility remained an issue.
The website
The site was built using a WordPress template by an external agency.
Besides the opportunity for improving the design, both information overload and the confusing presentation of that information were serious issues that were actively inhibiting lead generation.
User research
The majority of survey respondents were able to determine that we were in the healthcare industry, and 72% of those correctly identified that we were a subscription service for purchase by business owners. 97% could tell us 6 services that we offered.
However, respondents were unsure if we were an insurance company or not, and struggled to find the pricing. Most seriously, the average user in our target group was "unmotivated" to complete our contact form to obtain a quote.
Building the Brand
The personality
Energetic, confident, collaborative, and trustworthy.
The mark
An interview with Dr. Sarjoo Patel, CEO and founder of both Beam Healthcare and Teams by Beam, gave me insight on what he wanted this mark – and the Teams by Beam brand – to say to consumers.
Dr. Sarjoo Patel, CEO and founder, on what the new mark should convey.
A selection of the numerous iterations explored.
Several dozen iterations and two rounds of internal feedback led to the new mark.
The final mark.
The visuals
We contracted a designer/developer to both migrate the site from WordPress to Webflow. We expanded the color palette, create a visual language of playful shapes and hand-drawn icons, and to finalize the new visual style of the site. In addition, I curated an image library for use on the website and other marketing materials.
Left: original palette. Right: A revised, warmer and more welcoming palette with tints, neutrals, and textures.
The Website
Writing for target audiences
As a newer mode of healthcare delivery and bordering on a novel product in the category, our core focus is raising awareness, educating, and establishing the value of our services.
I developed several personas that represented members of our target audience and identified key pain points in the awareness, interest, and consideration stages of their purchase journey.
Our website speaks primarily to small business owners who are not legally required to provide health insurance and can't necessarily afford to do so, but would like to for a variety of reasons:
- Care and compassion for their employees
- To be competitive in the marketplace
- To reduce job absences due to illness / increase overall efficiency
The results
Ultimately, all of our elements came together in a visually beautiful and thoughtfully constructed website.
Over the next 90 days, we saw an 8% bounce rate reduction and a 16% increase in led gen form completion. Within three months, we signed our first enterprise-level contract.
The final mockup of the homepage, pre-development in Webflow.
Connecting with audiences outside the website
Video
We contracted a cinematographer we'd used previously to help us write, coordinate, and shoot several videos. Over several weeks Sarjoo and I edited the scripts, approved locations, and selected talent. On the week of the shoot Sarjoo flew down to Salt Lake City, UT to supervise the shoot and record his own testimonial.
The website features three of these films on the appropriate sub-pages, each targeted towards a specific user group: Growing Companies, Small Businesses, and Individuals On-the-Go.
Teams by Beam for Growing Companies
Social Media
The design team uses a content library in Canva to create media for our social channels.
Our content strategy focuses on educating leaders, supporting workers, and offering insights on the state of the workforce.
