I could have titled this project study: “Organizing complexity.” Decision Resources Group is a healthcare consulting data company that grew rapidly by acquiring smaller companies. It was the Frankenstein approach. Once they tired of juggling sub-brands and websites with competing missions, they realized the need for a holistic rebrand. They had done expensive research and positioning before approaching Aericon for help.

We assembled a team of four creatives to craft a human face for the brand by filtering the company’s offerings through customer pain points — identifying problems and promoting solutions. Faces and people were featured, and thought leadership promoted. The full site contains over two hundred pages based on a dozen major templates. The key was to provide a comprehensive information resource and highlight overlapping and related services to cross-sell. As senior designer, I collaborated with the creative director to maintain consistency of brand over website, video and print marketing collateral, while aligning content experts and internal developer teams to communicate a condensed and clarified message out of the preexistent white noise.