A unique fit for online birth control.
During research for a major Mid-Atlantic healthcare system, we discovered that women in their communities typically don't "shop" for an OB/GYN during pregnancy. Instead, they cultivate relationships with OB/GYNs and other women’s health providers earlier in life, often when seeking contraception.
Our objective was to create a distinct brand that offered quick, convenient access to online birth control, alongside the trusted guidance that stems from a strong provider relationship.
We were responsible for the branding, content, strategy, and user interface of the digital experience. In addition to developing all necessary marketing creative assets, we collaborated with internal developers to integrate the front-end user experience with EPIC, their electronic health record system, thereby enhancing ease of service use. We also partnered with internal teams for system integration and development, playing a significant role in communicating Madeline's value both internally and externally.
Madeline's design celebrates its local community by drawing inspiration from traditional hex-style barn signs. It playfully abstracts shapes from pills, patches, and rings, creating a vibrant yet purposeful and trustworthy aesthetic.
We crafted a photography style for the visual narrative that captures the unique, busy lives of Madeline's target audience in a series of snapshots. These vignettes illustrate how Madeline provides quick, convenient, and reliable sexual healthcare, no matter the user's location or current activity.
Madeline's user experience prioritizes simplicity. We created a straightforward, easy-to-navigate, and fully responsive website that seamlessly integrates with EPIC, our client's electronic health record system.
