DIGITAL

Web. Social. Email. Video. Interactive. Responsive.

CuraLinc Healthcare

Elevating B2B Lead Generation Through a Human-centric Website Redesign

Following a CuraLinc brand identity evolution, I led the redesign and migration of the corporate website from Squarespace to HubSpot. I partnered with executive leadership and the web development team to establish a human-centered, approachable, and visually consistent user experience. This initiative aimed to increase market awareness and create a robust B2B lead-generation engine.

PROCESS: To maintain momentum while the leadership team finalized the core messaging, I started a parallel concept and design track.

Research & Benchmarking: Analyzed B2B competitors in the healthcare space to identify navigation patterns and opportunities to stand out.
HubSpot Capability Mapping: Explored HubSpot's global modules early to ensure all designs were technically feasible and easy for marketing to update post-launch.
Concept Development: Designed three distinct visual concepts using flexible copy frameworks:
- Concept 1: A direct, clean translation of the updated brand toolkit.
- Concept 2: A softer, human-centric approach prioritizing photography, video, and approachable typography.
- Concept 3: A high-conversion B2B layout focused on interactive modules and resource hubs.

RESULTS:‍ ‍The collaborative execution resulted in a high-performing, modern, and unified UX presence that is easy to maintain and scale.

Human-Centric B2B Design: Delivered a softer, more approachable visual language that connects authentically with prospects, clients, and brokers.
Brand Consistency: Successfully aligned the digital experience with the newly evolved brand guidelines.
Optimized Lead Capture: Turned the site into a growth driver by integrating HubSpot forms and strategic CTAs to capture new business.

Flipbooks

By introducing interactive flipbooks, I transitioned our content strategy beyond traditional, static PDFs to leverage the full power of digital media. I integrated dynamic features like animations, direct email links, and embedded videos while utilizing built-in analytics to track user engagement. Designed with a responsive layout, the content adapts flawlessly to any device—providing a premium, seamless experience for an increasingly mobile-first audience.

The result is a highly creative, engaging, and interactive digital ecosystem that transforms standard documentation into a dynamic brand experience.