Endeavor BioMedicines
Website
Brand Discovery | UI Design | Design System
Background
Endeavor wanted to revamp their branding, website and positioning as their focus was evolving to clinical trial stages. With that, they also wanted to appeal to an investor audience to advance clinical-stage precision pipeline.
Insight
Leveraging the position statement and the medicine focus — IPF and Oncology with a focus on lung diseases, we created an airy feeling site that focused on targeted design elements and generational imagery.
Goals
- They wanted to use warm, not intense colors and thin line elements.
- Finding imagery that reflected the patient (60+ age) audience and investor (40-50 age) audience.
- Wanted a focus on San Diego being their home-base.
Style Tile
To provide a look/feel for the proposed website, a style tile was produced as a pulse check. Brand colors and logo were provided by Endeavor, but wanted to get sign off on heirarchy and other created elements that conveyed their percision medicine.
UI design was based on feedback from the style tile to create a full, page by page prototype that focused on a light airy feel.
- Wanted to see a warm color palette that wasn’t as intense as red or orange.
- Wanted thinner styles for graphic elements (icons, and helix)
- Generational imagery to show various target audiences.
UI Features
Generational imagery being used to appeal to several target markets and the mission “to help patients feel better and live longer”.
Airy transistions and gradients provide a lightness that correlates to the treatment of lung diseases.
Percision science is communicated through thin line graphical elements inlcuding this target, which was used as part of the pipeline graphic.
An emphasis on San Diego as their home base is highlighted as imagery on contact and career pages.
Evolving from the style tile, brand elements focused on thin line treatments and an airy color palette.
- Type styles that focused on geometric shapes to communicate technology with headers and clean body copy.
- A color palette heirarchy based on brand colors.
- Primary and secondary buttons and patterns to display important information
- Thin line graphical treatments used for headshots, pipleine graphics, design elements and texture
