Wake Forest Baptist Health
As Lead Designer for the Wake Forest Baptist Health website redesign, I directed the creation of a warm and welcoming digital experience that helps users find doctors and access medical care with ease and confidence. I approached the design with empathy, recognizing that many visitors arrive feeling anxious or overwhelmed. To address this, I introduced a soft pastel color palette of light blues, warm peaches, and gentle greens that conveys calm, friendliness, and trust from the first interaction. This approach created a human centered experience that feels approachable rather than clinical.
To build a deeper emotional connection, I incorporated authentic patient photography and shared personal stories of care and recovery at Wake Forest Health. These stories provided valuable insight into the patient experience while reinforcing the hospital’s commitment to compassionate, high quality care. Each profile was thoughtfully placed to inform and inspire, building trust through authenticity and transparency.
A key challenge was developing a second website for a related healthcare initiative with no budget. To address this, I implemented a modular component library design for the primary site, allowing flexible elements and layouts to be reused across both platforms. By updating brand colors and applying stylistic adjustments, we launched a visually distinct second site without additional costs or extended timelines. This scalable approach ensured consistency, efficiency, and versatility across the Wake Forest Health digital ecosystem.
