Katherine Johnson Foundation

Building NASA Icon Katherine Johnson the Website She Deserves

Website Design & Development

The
Challenge

Our
Approach

The
Result

The family of Katherine Johnson, legendary NASA research mathematician and subject of the film Hidden Figures, approached D2 Creative for help with a very personal website redesign project. The Katherine Johnson Foundation had a website, but the family was not happy with its cold, impersonal feel, and believed that the information on it about Katherine Johnson’s life and accomplishments didn’t do an adequate job capturing her remarkable journey. They wanted the website to tell a more personal story that spoke to who Katherine Johnson really was, not just what a Wikipedia article or Hollywood movie would tell you about her.
Katherine Johnson was more than just a character in a movie, she was a devoted mother, an educator, and a mentor. To tell that side of her story, we needed to get real insights from the people who knew her best. We arranged interviews with her daughters, colleagues, and sorority sisters, so that we could get the full picture of who Katherine Johnson was outside the spotlight. We also took the time to read all of Katherine’s published memoirs, all in order to tell her personal story. We wanted the site to reflect and support Katherine Johnson’s commitment to education. When writing for the website, we made efforts to ensure that the content was not only informative, but easily absorbable for the children she loved to teach. We also used this redesign as an opportunity to help educate children the way Katherine did in life with links to both her books and various other teaching resources.
All of our planning came together in the new design of the Official Website of the Katherine Johnson Foundation. Warm colors, carefully selected photography, and a modern look and feel helped to give the site a much more personal atmosphere than the old, plain site. The new site contains intimate biographical information, a timeline of her professional work and accomplishments, educational resources for teachers and students, and much more for people of all ages to discover and learn about Katherine Johnson. In order to help raise money for the Katherine Johnson Foundation and empower future students in STEM, we integrated a footer form on each page for easy donating.

WEB DESIGN & DEVELOPMENT

Katherine’s Story

Katherine’s Work

COOPERSURGICAL MEDICAL DEVICES

Boost Sales with a Simplified User Experience

SEO & SEMWeb Analytics & MeasurementWebsite Design & Development

The
Challenge

Our
Approach

The
Result

When site visits and sales are closely connected, it’s important to create a user experience with clear and accessible navigation and design, regardless of the device. D2 Creative was charged with the task of simplifying our client’s catalog site – with over 2,000 products – and reimagining their education and customer service areas.
To create this catalog site, we developed a more logical site structure with simplified navigation that requires fewer clicks to locate products. In doing so, we were also able to create an education center and video library for customers seeking more information about CooperSurgical’s products. And while much of the focus is on the consumer’s experience, we also needed to ensure the website was simple to update. We built the product section on an eCommerce platform, streamlining the experience with intuitive navigation, allowing the client to maintain their product catalog.
With an intuitive and efficient redesign, we created a website that provides a welcoming user experience to consumers while positioning the client as a leader in their field. As a direct result:
  • There are fewer online service inquiries, as customers get more of the information they need through the site.
  • Traffic to the educational components of the site has doubled.
  • There’s been a 15% reduction in the number of pages viewed per visit, as users find their way to the page they need more quickly.

Web Design & Development

Mobile Web Design & Development

Fujifilm Medical Systems

Campaign Development for a Broad-reaching Product Launch

Campaign DevelopmentPrint DesignTrade Show SupportWebsite Design & Development

The
Challenge

Our
Approach

The
Result

The Result Fujifilm approached D2 Creative in anticipation of the launch of a new digital mammography product. Their new Aspire low-dose x-ray technology simplified breast imaging with smart controls and shortcuts. It also minimized patient discomfort and anxiety (compared to traditional mammograms) with a flexible, slotted, and tilted paddle design. Increased detection sensitivity made it easier to capture information while minimizing the patient x-ray dose. Fujifilm needed to present these imaging, operational, and patient benefits to multiple audiences including administrators, radiologists, technicians, patients and referring clinicians. With a single, broad-reaching campaign our task was to uniquely position Fujifilm in the women’s health space.
D2 Creative’s first step was to take Fujifilm’s marketing team through a comprehensive campaign development workshop to understand the campaign objectives, measurements for success and core brand attributes. Our solution took shape in “The Vital Campaign”. Using a common tagline to address Fujifilm’s diverse audiences allowed us to direct an appropriate, focused message to each specific audience. From Here, the “Because ____ is vital,” was born.
The Aspire campaign’s launch included a product website, email campaign, and sales kit. We also developed large format print graphics and an animated video demonstrating the innovative technology. This video was featured at the annual Radiology Society of North America (RSNA) conference, but can also be used to promote the product on social media or in client presentations. To help end users promote the product in their practices, we also developed an on-demand, innovative and customizable, strategy. This allows imaging centers to access compliant, Aspire-branded marketing and patient outreach materials through a secure website. Once customized with their own brand identities, product owners can download or print on-demand from the website.

Campaign Development

Mood Board

Web Design & Development

Sell Sheet

Coopergenomics

Serving a Global Audience with an Adaptable Site

Branding Design & DevelopmentSEO & SEMWebsite Design & Development

The
Challenge

Our
Approach

The
Result

CooperSurgical acquired three pioneering, reproductive genetic testing companies, overnight becoming a market-leading provider of preimplantation genetic testing. The audiences for these products were historically IVF professionals and clinicians; however, several products were going to be marketed directly to consumers in both the US and abroad. Compounding the complexity, the products are labeled and marketed differently outside the U.S. CooperSurgical looked to D2 Creative to unify the positioning, combine the websites and organize their overlapping product offerings. Our challenge was twofold: serve a global audience with a single site, and give a “friendly face” to cutting-edge science and technology.
An Unintimidating Look and Feel A key audience for the site is couples looking to start families. So they featured prominently in our design. To help explain complex scientific content, we employed simple illustrations and iconography. The navigation was streamlined to allow quick access to content and improve the brand experience. Product content was organized into “Who? What? Why? How? and When” categories, making it easier to understand.
Geo-Location Based Content Depending on the geographic location of the user, the new site had to present regionally-appropriate content. Using browser geolocation detection we are able to switch out product names, page content, navigation elements and images based on each visitor’s location. What’s more, all of this happens “behind the scenes” within one site, without the need for separate administration or publishing. Maintaining multiple websites can be expensive. By creating one site that serves consumers globally, we were able to significantly reduce costs and workload for brand managers. From a design perspective, we delivered an experience that evokes compassion while still maintaining CooperSurgical’s commitment to advancing the field of reproductive genetics. From front end to back, we’ve created a site that allows our client easy site maintenance while providing a welcoming experience for visitors.

Branding

Web Design & Development

Mobile Web Design & Development

QOLOGY

Website Design to Drive Engagement and Sub­scriptions

Website Design & Development

The
Challenge

Our
Approach

The
Result

Our client had an existing, peer-to-peer professional networking website. They asked us to explore ways to increase subscription rates and generate more user activity.
Our design and UI/UX teams performed an analysis of the design elements and quickly determined there were a number of opportunities for improvement. We found the user interface was cluttered. A large number of elements made it confusing and difficult for visitors to understand how to use the site. Secondly, the imagery and color palette didn’t convey to users the professional attitude the brand wanted to project. Finally, we felt it was very important to develop a more compelling value proposition to further reinforce a positive user experience. Starting with these changes, we set out to create a site with a modern look that would be easy for users to navigate, regardless of device or platform. During our initial analysis, we also collected valuable data on mobile-user behavior and how the site search tool was being used.
The new website design is responsive and easier to use. When we developed the new UI, we made sure to place site search front and center and to streamline the experience for mobile users. All of these changes resulted in a site that encouraged greater interaction, ultimately leading to an increase in usage and subscriptions.

MOOD BOARD

WIREFRAMES

WEB DESIGN & DEVELOPMENT

MOBILE WEB DESIGN & DEVELOPMENT

Fujifilm Bring IT Campaign

Brand Positioning Campaign for Digital Radiography Products

Branding Design & DevelopmentPrint DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Fujifilm performed an extensive customer research study that provided new insights into brand awareness and customer satisfaction. The results told them that customers valued the reliability of their equipment as well as their quality service and support. Our task was to incorporate these results into a revitalized brand positioning campaign for digital radiography products.
We developed a customer-focused campaign that challenged the perception that “all providers are alike.” The “Bring It” campaign defines Fujifilm as a bold, strong, confident organization that can take on any challenge, and positions their customers to do the same. The campaign was incorporated into Fujifilm’s Digital Radiography website and a series of print ads. The multi-touchpoint campaign emphasized the reliability of Fujifilm equipment and the company’s commitment to go the extra distance to maintain the service that customers expect.
We created a campaign that allowed this “challenger brand” to gain awareness and trust within the marketplace. The end result was the successful repositioning of a product to instill confidence, both within consumer interactions and throughout the organization itself. Through the “Bring It” campaign, we emphasized a message upon which Fujifilm is built: providing the best performance while offering true value to its customers.

Mood Boards

DIGITAL MARKETING MATERIALS

MARKETING MATERIALS