Intuitive design and engaging content are two sides of the same coin.

NutraProse is a content marketing start-up that targets companies in the nutraceutical industry to provide them with content writing and UX/UI design services. Appropriately, I provided them with content writing and UX design services to get their business started. The soothing palette evokes a clinical laboratory setting. With a simple quill paired with the classic apothecary symbol of a mortar and pestle symbol, the logo pulls together the target industry and the service.

Flexible brands are good brands.

The logo and color combination of the brand is versatile and dynamic. Blue and green are almost universally associated with the healthcare industry. It’s important to play on these deeply ingrained color associations in certain use cases. Branding has a lot to do with psychology, after all. We have achieved balance here with two colors that are both very legible on the background color and when they are inverted. A good logo is adaptable to many different situations. The blue and green provide just enough opportunities for variety as interchangeable backgrounds while keeping everything tight and cohesive throughout the website.

Professional shouldn’t mean painfully boring.

This illustration style is what I would label as corporate-friendly and minimalist. Each webpage section has ample negative space and room for our text to breathe. I counterbalanced this space with a graphical element that holds the reader's attention and instantly communicates the different aspects of the service. Simple line art that makes good use of our limited color palette keeps things consistent and adds a dash of fun to the brand and website.

Simple websites are simply more effective.

Especially nowadays when we have a million and one things competing for our attention every second, the website with the most easily consumed information is the winner. The design must also be interesting enough to keep the reader on the page long enough to complete a form or submit an order. Although NutraProse offers a variety of services, the minimalist composition of the website gets the picture across to the reader in seconds. The solid blocks of color with ample space also divide the sections into visually appealing, easily digestible chunks.

Simplicity is responsive.

It is sometimes difficult to communicate to clients that the absence of “stuff” can be deliberately and carefully planned. After all, we have been trained to think the more we can get, the better. NutraProse is an example of how unoccupied space is sometimes the mortar holding a design together. Another strength of minimalist web design is its fluid responsiveness across all devices. Simple icons and illustrations, solid blocks of color, and delivering the message with less text on main pages look clear and concise on mobile. In 2021, mobile online traffic made up 57% of global online traffic. For this reason, I always design with mobile in mind.