Guidance's brand discovery took Aspen's existing website and collateral materials under consideration but paid its closest attention to the rebranding efforts that were already underway. Aspen's primary audience is healthcare providers, so it was important to maintain the feel of an industry website. At the same time, patients also come to the Aspen website to research product options that they can later discuss with their healthcare providers.

From an emotional, brand connection standpoint, these two audiences have very different needs. Aspen's site needed to be sufficiently modern and professional, to demonstrate their superior medical products to a discriminating industry audience. It also needed to be welcoming and supportive for the patient and caregiver audience. As sophisticated consumers with access to more information than ever before, people perform their own research – for themselves or their loved ones – to find the right healthcare solutions.

Guidance solves for both audiences by emphasizing large photography and video to create an approachable and friendly site. With established brand colors, fonts, and button styles, we evolved the color palette and defined a hierarchy for a visual language to communicate a seamless user experience for both audiences.