European LifeCare Group operates a network of private vaccination clinics. There are three main brands – London Travel Clinic in London, Vaccination UK in the rest of the UK and Dankse Laegers Vaccination Group in Denmark. I worked on all three brands in-house part-time for most of 2019.
Vaccination UK is the overarching brand for ELCG in the UK – it operates the schools programme and the regional clinics for the UK. Danske Lægers Vaccinations Service is the equivalent for Denmark.
The Board were reluctant for too much of a change. I retained the icon from the existing logos, but chose a more modern serif font. I also created a new colour palette that could quickly be rolled out across their websites, and later on their marketing.
Later down the line I would propose new typography for the logo, but baby steps!
When I arrived at ELCG, the external web design agency had already started the web build for London Travel Clinic, but with no creative leadership in-house, the project did not have much direction.
The web design agency had presented a look and feel for the new site but the restrictions of the original brand meant that the new site was still looking old fashioned.
The graphic on the existing logo was well-liked so the requirement was to keep this.
However, it did need some re-balancing – I changed the direction of the plane, adjusting the spacing and making sure the icon weights were consistent.
The branding needed to have a balance between being clinical and fun. We needed to show the brand was medical and trustworthy, but still be visually fun to appeal to an audience of young travellers.
I explored and tested different directions for the following:
The London Travel Clinic website was in need of a major style overhaul, as well some UX work to help users better navigate the clinic’s services. The booking process was no longer fit for purpose and was causing issues with wrong appointment booking and customers being confused over pricing.
When I arrived at ELCG, the external web design agency had already started the web design. The initial brief had changed significantly and the scope of the project had expanded since the agency started – such as needing a whole new brand, UX improvements and many more features being added. This meant that the project was massively behind schedule.
increase in visitor to booking conversion rate
increase in PPC conversion rate
increase in annual traffic in one year
This was a major task, separate website case study coming soon.
This was the first time ELCG had brought their marketing in-house, and with a new team and a refreshed brand we created, tested and successfully launched a number of marketing campaigns.
London Travel Clinic Companion for customers to take away after their vaccinations
GP Outreach Leaflet and Postcard (Danish)
Working with ELCG was a great opportunity to shape the identity of a set of brands. Transforming the London Travel Clinic brand had it’s challenges but it was great to see amazing results from the website transformation.
increase in visitor to booking conversion rate
increase in PPC conversion rate
increase in annual traffic in one year