heurologystudioAll Work

SITE.03

  • Website
  • Client
  • In Development
  • Since 2026
Home page on a laptop beside the same page on a phone
Desktop and mobileFamilies read the same calm, plain page on a laptop or a phone.

[ 01 ] Overview

A calm first step for families who feel lost in the health system.

We started with a single page. As the practice took shape it needed more room, so we rebuilt it as a five-page site with a new brand: warm linen, deep green and a soft clay accent, set in a light serif with a plain sans for reading. The home page opens on a full-width image of a mother and her adult daughter, and every page uses large, high-contrast type for an audience that skews older.

We wrote the site around the families, not the services. Services are grouped by the moment a family is in: something new just happened, they can’t be in the room, or a parent needs someone steady. Each page ends at one action. The practice opens in 2027, so that action is a short waitlist form that emails the owner, with a place ready for a booking calendar when she opens.

Timeline
Mar 2026 – ongoing
Type
Client Project
Team
Shel
Contribution
Brand, Design, Build

[ 02 ] Problem

A nurse with twenty years in hospitals and clinics is starting a practice that helps families understand care. She attends appointments, explains the plan and keeps everyone on the same page.

She needed a site that families would trust before they ever spoke to her.

  1. 01

    Jargon That Loses Families

    Clinical service names mean little to a family in the middle of a health event.

  2. 02

    Small Type on a Small Screen

    Many visitors are older, reading about a parent on a phone.

  3. 03

    Asking Too Much Too Soon

    A first visit to the site should not ask for medical details.

[ 03 ] Approach

  1. 01

    Written for Families

    The copy starts with what families feel, not with clinical service names, and avoids the jargon the practice exists to translate.

  2. 02

    Readable for an Older Audience

    Large type, high contrast and generous spacing, because many visitors are reading about a parent on a phone.

  3. 03

    Asks Only What It Needs

    The waitlist asks for a name, an email and who the care is for, and asks families not to send medical details. Health information waits for a private call.

[ 04 ] Outcome

The five-page site is built and leads to one step: a short waitlist form that emails the owner.

The practice opens in 2027, so the site is prelaunch. A place is ready for a booking calendar when she opens.

Services grouped by family moment on a laptop, and the first month with the practice on a phone
Services and first monthFamilies find services by the moment they are in and read what the first month looks like.
Mobile screens: home, services and how it works, with a sample visit summary
Mobile screensOn a phone, families read the services and how it works, with a sample visit summary.

[ 05 ] Next project

SITE.01