Client Task
Peel Therapeutics went through a full rebrand with Evoke Canale to tell their bold story. It was clear by the positioning statement and kickoff meetings, Peel wanted a site that focused on unlocking evolutionary biology. And of course, their love for elephants, which inspired their nanoparticles program.
Solution
To tell their brand story, we chose to focus in on evolutionary inspired elements and science imagery for a nice balance of bold and informative.Through natural textures, bold colors and “illuminated” inspired interactions to provide a multipage website solution.
Role
- UI Design
- Brand Design
- Art Direction of Branded Collateral
Moodboard
Inspired by positioning docs and kick off meetings, moodboard was created to drive this visual design solution.
Style Tile
To provide an awe inspired look/feel that focused on nature + technology, 2 style tiles were produced as a pulse check. With the new logo, this was Peel’s first look at brand elements in a holistic environment.
- They loved the boldness of the elements on the dark style tile, but wanted a clean look with with space like the lighter style tile.
- Header imagery could use the watercolor shapes in the first style tile, but it would have to be cleaner so the focus was on the photography
- Header imagery should focus on imagery that tied specifically to the pipeline for main pages.
Concepts
Based on style tile feedback, two concepts for home and about pages were built out to narrow down the design template and elements for the full site.
This one took a literal approach to the style tile, merging the cleanliness of the light tile with the boldness of the dark one. A modular approach, kept the layout clean.
Concept B focused on a cutout approach where the content would lie on top of a background image. The design elements and cutouts were inspired by nanoparticle shapes.
- Peel felt “Concept A” was cleaner and gave a more science focused feel.
- Elements from “Concept B” they wanted to see follow through included the bolder typography, the leadership layout and the colored call outs at the bottom of the page.
- There was still a disconnect with the science + nature theme, and we needed to source more science focused imagery and design the content to speak to a more science-focused audience.
UI Kit
UI Design
Home and About pages were updated to include bolder typography, cleaner lines and a focus on science imagery and content.
Patients and processes are highlighted on this page. The main CTA on this page is to view the clinical trial information, which is highlighted in a bold, colorful callout.
Peel’s most important page, header image focuses on the inflammation NTPs that are inspired by newborns. Below that, the pipeline is clearly displayed, with custom iconography. The details for each program are placed in a collapsed menu with science imagery.
Peel as a nimble company wasn’t recruiting during the re-design but wanted to make sure there was room to grow. This page highlights employee testimonials as social proof to Peel’s culture.
Using cards established on the home page, Peel news and “In the News” are in a tabbed menu. In the News cards include the source logo. Also designed for room to grow, an events section that highlights upcoming events that Peel wants to highlight.
A simple page layout with the form above the fold. Below, some imagery and company information for each its Utah and Israel offices and their social media accounts.
