For the Insception Biosciences site to be successful, we needed to balance the inherent practical requirements of an online delivery with a genuine sensitivity to its delicate subject matter.
Insception Biosciences, the leading Canadian cord blood banking program, provides thousands of families with state-of-the-art cord blood storage. Insception contracted Electramedia in 2007 to develop a site based on Your Web Department, the company’s proprietary content management solution. Electramedia, in turn, approach us for the site’s design, challenging us to balance significant communications and engineering objectives – an exercise in left versus right brain.
With the goal of engineering for a CMS deployment, we designed with a heightened awareness of the site’s build requirements, which called for a substantial volume of dynamic text. Key to the site’s success was its typographic design, a major contributor to our proposed aesthetic. Working exclusively with available system fonts, we developed an elegant and extensible visual vocabulary – one capable of responding to a continually evolving body of content.
In response to the site’s delicate but equally crucial subject matter, our communications design work demanded different sensibilities. Here, we were challenged to facilitate a decision-making process in a manner that is appropriately sympathetic to its audience. Our solution emphasized the importance of cord blood banking in the ongoing health of a child – a somewhat overwhelming thought for someone who has yet to give birth. Through testimonial, we were able to demonstrate the long-term benefits of the service without aggravating an already emotionally charged issue.
