Supporting Rare Disease R&D
AllStripes helps advance rare disease research by working with patient advocacy organizations to recruit patients and caregivers to submit their de-identified medical records for treatment research. My role centered around helping the marketing team create recruitment materials.
Senior Brand Designer
As AllStripes’ first and only brand designer, my scope included:
- designing print and digital assets, including many templates
- leading the evolution of the brand, providing creative direction
- redesigning and building the marketing website in Webflow
Internal & External Collaborators
I worked closely with the marketing team, product designers, engineers, project managers and the research team. Additionally, I managed AllStripes’ external design support, which came from two studios: Wildern Interactive and Momoheddo.
30% Increase in Account Creation
In a year-over-year comparison, patient and caregiver account creation increased by 30 percent. Additionally, the marketing website I designed and built AllStripes reduced the site update turnaround time from weeks to hours or minutes.
Expand Beyond Boldness of Brand for Better Versatility
AllStripes’ playful — though often one-note — visual identity needed to evolve to better speak to potential research partners (pharmaceutical companies) as well as individuals and families impacted by rare disease, with recruitment materials usually addressing the parents of children with chronic illnesses.
Creating a Greater Range of Tone Using Brand Patterns
Initially, AllStripes’ brand patterns played off the zebra theme (zebras being a symbol of rare disease). As fun as these were, we often needed quieter backgrounds that wouldn’t draw too much attention.
Updating & Expanding the Icon Set for a Cohesive Look
The two-color line icons initially created for AllStripes didn’t feel cohesive with the rest of its custom illustrations (examples above) so I directed the creation and expansion of a new icon set.
Increasing Consistency & Saving Teams Time
Developing Variations for the B2B Audience
To convey optimism when speaking to patients and caregivers, the main AllStripes brand uses lots of color and playful illustrations.
New Colors for Accessibility & Data Visualizations
The initial brand colors looked great as part of illustrations but often didn’t provide enough contrast to use as/with text. I helped expand our color palette with accessibility in mind, which paved the way for colorful call-to-action buttons on the redesigned website (more below).
Noticing that the research team sometimes ran out of colors for data visualizations such as pie charts, we also added a couple new hues for use cases such as these.
Create a Site that Can Scale as Quickly as the Company
With multiple audiences and a rapidly growing roster of rare disease research programs, the AllStripes marketing website needed to be redesigned to support the company’s growth. Additionally, the system for publishing new content needed to be streamlined (removing engineering dependency).
Gathering Input & Ideas
Mapping Out a Highly Expandable Structure
In creating a new sitemap, I worked in Miro with stakeholders from each department to find alignment. Not only did the redesign triple the static page count, but the number of content databases almost quadrupled, creating a structure that could rapidly expand as needed.
Dividing the Marketing Site from the Web App
Building Out the Redesigned Website in Under Two Months
To hit the ambitious goal of launching before the holiday season, I worked closely with AllStripes’ marketing team on content and with engineers on an API, putting the site together myself in Webflow.
Improving Content Discoverability
30% Increase in New Users
In a year-over-year comparison, patient and caregiver account creation increased by 30%, boosting the metric that mattered most to AllStripes.
Site Update Turnaround Time
By removing dependencies, the site update turnaround time decreased from weeks to hours or minutes, saving significant time for marketing, product, design, and engineering.
Improved Scalability of Website
The redesigned marketing site also enabled rapid expansion of various sections through a flexible content management system and the streamlined workflows (created in removing dependencies).
Visual Consistency & Range in Tone
With the expanded brand systems, AllStripes could better speak to its different audiences on a range of topics. Internally, making fonts, colors, and templates more accessible kept the larger team on brand.