Alfred Health.

Project Background

The Alfred Health marketing and communications team, lead by Debra Tasevski (Senior Digital Advisor, Public Affairs and Communications), faced a significant challenge and was at a critical crossroad.

They had recently launched a major overhaul of their brand guidelines and were in the process of implementing this throughout the entire organisation. A key component of this included the goal of implementing the brand refresh across their digital assets — primarily their flagship website.

Frustratingly for the Alfred Health team, they had already engaged two other design agencies, without success. Sensitive to their previous negative agency experience, we made time to fully understand their design vision to not only meet their design needs, but exceed their expectations.

Design Solution

At the core of our design solution is a meticulously crafted design system, the culmination of elements (such as typography, colour palette) and components (such as card blocks, hero blocks, accordion components etc.) that come together to form a flexible, adaptable, and intuitive system. This approach is particularly critical given that the Alfred Health website is large in scale and deeply content-heavy — any redesign must be modular, and adaptable, ensuring that the application is consistent, while allowing suitable flexibility.

Another key factor is accessibility. Accessibility is a non-negotiable and must be considered for variables including; contrast, hierarchy, typography and more.

Project Outcome

The website redesign is one that reflects Alfred Health’s values, “for human kind”. The design is fresh and modern, but grounded in fundamental design principles, ensuring that their website effectively connects and communicates critical health information to their vast and diverse user audience.

After a number of unsuccessful design attempts with other design agencies, the outcome with Spicy Web was an award-winning design that brought Alfred Health's vision to life.