Services Provided

Web Design | Web Development | Landing Page Design | Landing Page Development

The Brand

Babson Diagnostics is a medical technology company working to improve customers’ health by making diagnostic blood testing more convenient, accessible, and human.


Skip Ahead:  The Challenge  |  The Approach  |  The Results


The Challenge

Babson Diagnostics approached us as an established startup poised for growth but limited by its web presence. Babson’s previous website misrepresented the esteem of the science behind its brand. In preparation for growth and increased brand awareness, Babson required a more sophisticated web presence that would more effectively appeal to its primary audience of potential investors over competitors with a superior brand presence.

Moving into series B funding and urgently pressed with the upcoming deadline of a critically important press release, time was of the utmost importance for this project. As a solution, HMG Creative proposed building a landing page to serve as the brand’s primary web presence while our team developed a comprehensive, detailed site.

Because Babson came to us with a strong brand identity, we were able to rapidly design and launch the landing page based on the brand’s current visual aesthetic. While we got to work on the rest of the project, the landing page served as an effective destination for potential investors.

Throughout the build, Babson’s primary concern was developing a secure site. Our team took into consideration potential security breach concerns and kept that as our number one priority as we developed.

Our team’s approach was guided by Babson’s goal of creating customer-friendly diagnostic testing fueled by scientific innovation. However, conveying technological advances in the healthcare industry with a friendly, personable vibe was challenging from a design perspective.


The Approach

To determine the most effective site structure, we identified the various audiences that would be visiting the site and mapped out unique user journeys. Each step of our design and development was informed by a purpose-driven approach, evaluating each target audience’s predicted interaction with the site.

Through collaboration and an iterative process with the Babson team, we crafted a design that incorporates a fluid amoeba shape reminiscent of biological cell life, balanced with clean, sharp lines in white space to elevate simplicity and professionalism.

The selected imagery throughout the site aligns with Babson’s trustworthy brand and mission to offer an improved, patient-centered experience.

A clean aesthetic with high contrast and intentional use of white space allows for easy navigation throughout the website and a straightforward display of Babson’s innovative medical technology.


The Result

From the onset of the project, it became abundantly clear that Babson was in need of a site that clearly communicated relevant information about the brand to investors and future customers while positioning it for growth and increased engagement.

A user-friendly site now serves as a platform to validate Babson’s research and development within the industry, display the capabilities of this new diagnostic technology, and educate and influence site visitors.

This impactful approach empowered Babson Diagnostics to feel proud of its online representation and prepared for its high-profile feature on BioSpace. The Babson team was equipped for the release of the article by having a website that they were proud to direct people to and that was a good representation of the brand.

As a partner, the Babson team members provided clear communication and collaboration, strengthening the efficiency of the project buildout process. Our enthusiastic client’s constant positive attitude made it possible to efficiently work through the project and stay on track with the timeline.

Babson Diagnostics is currently enjoying the results of a new web presence that provides credibility for the brand and its important research, and we are enjoying a long-term partnership by providing continued support for Babson’s ongoing marketing needs.

Want to see for yourself? Explore the site here.

All Case Studies