Positioning Swing Care as a Leading Authority in Fibromyalgia Care
Swing Care is a specialty care practice offering comprehensive, personalized care for fibromyalgia.
When I joined Swing, the company was gearing up to launch Swing Care, a cutting-edge virtual clinic specializing in fibromyalgia. While the rest of the company was working on building the virtual clinic, the product team was focusing on the Swing Care marketing website, developing the low-fidelity prototypes for desktop and refining the copy. Our goal was to position Swing Care as a leading authority in treating fibromyalgia and foster new patient growth.
Challenge
Our main challenge was creating a trustworthy, compelling new brand in a healthcare space and patient community that was inherently hard to break into.
I was tasked with creating high-fidelity designs and providing development-ready files. The first issue I had to address was the similarity between Swing Therapeutics and Swing Care's visual identities, as one of the project requirements was to visually differentiate them.
The lack of a brand strategy added complexity, requiring me to align the visual elements with a coherent brand narrative that would resonate with Swing Care's target audience.
Voices from the Research
Our early research surfaced a common and painful theme—many people with fibromyalgia felt disregarded by their doctors and had lost trust in them. This insight made it clear that building trust had to be at the heart of the brand.
Approach
I made the case for developing a brand strategy and took the initiative to define it. I then used this strategy as the foundation to evolve the visual identity and develop a cohesive design system.
Using the insights about the audience, I facilitated workshops with colleagues and leaders from various departments to shape the brand strategy, including mission, vision, values, and personality. This strategic framework guided the creation of the visual identity and design system, breathing life into the website wireframes.
I worked closely with the Senior Product Designer to create high-fidelity designs, advocated for adding a mobile breakpoint, and proposed early collaboration with the engineering team.
I presented sample pages to stakeholders to gain early buy-in on the overall look and feel and avoid surprises. Later, I conducted a successful final presentation that garnered approval from the CEO/founder.
Visual Identity
I refined Swing Care’s visual identity by carefully selecting typography, expanding the color palette, defining an illustration style, and setting the tone for photography.
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I explored and tested serif and sans-serif pairings that captured the brand’s personality and supported clarity. After narrowing down options, I applied them to low-fidelity mockups to select a final combination for headings and body copy.
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I expanded the existing palette by thoughtfully adding colors that aligned with the brand personality. By emphasizing select new hues, I helped differentiate Swing Care’s visual identity from Swing Tx while maintaining overall cohesion.
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I reviewed various illustration styles and selected one that felt aligned with the brand’s voice, was easy to replicate, and worked well with other identity elements—enhancing visual storytelling across materials.
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With no budget for custom shoots, I curated a stock photography style that felt empowered, natural, and honest. The images resonated with our audience and helped create a cohesive, authentic tone across all touchpoints.
Design System
Building on the refreshed visual identity, I developed a basic design system to support consistency and scalability across digital, print, and in-person experiences.
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I established a responsive type scale using best practices for marketing websites and print layouts, selecting a ratio that worked well across mobile, desktop, and print applications.
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Using the expanded palette as a foundation, I created color variants, defined neutral and communication colors, and tested for accessibility to ensure inclusive design.
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I explored size and stroke variations using Material Symbols and created a starter icon set aligned with the brand’s style and functional needs.
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I began with foundational UI elements, designing a button set that supported both light and dark modes and could scale across digital and physical touchpoints.
Marketing Website
With the visual identity and design system in place, I brought the brand to life through the marketing website—translating design principles into a cohesive, engaging digital experience.
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I tested different color combinations across sample pages and shared initial concepts with the product team. Their feedback helped guide refinements, and together we aligned on a final direction.
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s I incorporated a mix of purchased illustrations and custom ones—modifying existing assets and creating new ones from scratch to fit the design. For photography, we used stock images to stay within budget, guided by the established visual tone. Our plan was to later replace these with original photos of practitioners and patients.
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Once the overall look and feel were defined, I applied them across key pages, refining layout and structure. I shared high-fidelity designs with the product team and iterated based on their feedback.
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At this stage, I designed more complex interface components, defining their states, transitions, and behavior to create a smooth and consistent user experience.
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I presented the complete high-fidelity website designs to the CEO and stakeholders. The work was well-received and approved for development.
Impact
Drove Patient Growth
I developed a comprehensive brand strategy that served as a guiding framework for both the internal team and external vendors. This alignment enabled Swing Care to hit critical patient growth KPIs essential to the business.
Built Credibility and Trust
The brand strategy unified our efforts and fostered trust with a skeptical audience. A consistent brand presence and intuitive user experience across all channels helped establish Swing Care as a credible, patient-centered clinic.
Set the Stage for Improvements
The first version of the Swing Care website laid the groundwork for testing, iteration, and future improvements. This solid foundation helped launch the virtual clinic, scale from zero to hundreds of new patients per month, and attract partnerships with insurance companies nationwide.
Related Projects
Extending the Swing Care brand across channels
Coming Soon!
Boosting visibility and expertise by adding a blog
Coming Soon!
Optimizing key pages to support credibility and growth
Coming Soon!