Overview
Matrix MKTG was tasked with elevating the Atlanta Birth Center’s brand by designing and developing a new website with modern design cues that streamlined information for users. The primary focus for the new website was to improve the UX/UI experience; however, visually appealing design elements were also required to ensure the website matched the organization’s desired positioning as a high-quality birthing alternative to hospitals.
Additionally, Atlanta Birth Center needed an asset that could be used to drive awareness. A promotional video was selected as the asset of choice that will be used to promote the organization, inspire partners, and yield financial support.
Approach
Our team conducted extensive research on similar organizations’ websites to see how they were sharing information, the UX/UI execution, and the overall design aesthetics. We also audited the Atlanta Birth Center website’s design, copy, structure, and media. From these explorations, we developed insights that were used to guide the creation of a new site map, wireframe, copy, and structure for the website.
For the promotional video we took a full-service approach to production. From pre-production through postproduction editing, the Matrix MKTG team managed the entire process in-house. We leveraged 4 key strategies to create the promotional video:
01.
Showcase the birth center’s exterior and interior spaces in a compelling manner to demonstrate the attractive aesthetics of the facility.
02.
Feature past clients and allow them to give a firsthand account about their experiences at Atlanta Birth Center.
03.
Highlight the founders as well as board and operations leaders of Atlanta Birth Center.
04.
Utilize interview audio over b-roll content along with interview footage to tell an emotive story.
Results
We created an updated website and impactful promotional video that will help raising awareness of Atlanta Birth Center. The photography and video assets captured accentuates the overall look and feel of the new website. The video is a tangible tool that will assist with brand awareness among key stakeholders including donors, clients, governmental and healthcare partners.
