Insulgard is the leading provider of architectural security solutions. They manufacture, sell, install, and consult on bullet, blast and forced entry resistant glass, doors, and entryways.

Insulgard came to us because their old site contained an array of issues, preventing them from achieving the greatest returns on marketing investments. Their site was not mobile-friendly, was visually dated, and had not been designed with consideration to business objectives and driving conversions. It also did not rank well, or even appear at times, in online searches.

We started with a rigorous discovery phase to learn everything about the business, target market, competitors, and objectives. Based on our findings, we developed a detailed strategy outlining how we’d design a website to build awareness, attract new customers, and turn visitors into qualified leads.

Through our brand discovery framework, we were able to determine the key attributes of the Insulgard brand, and design a visual layer that communicated their unique, leading position within the market.

We built the site on the WordPress content management platform to allow for streamlined expansion, and make it easy for the Insulgard internal team make visual and content updates. Mobile responsiveness was built in, ensuring the site would function ideally on a smartphone, tablet, or computer monitor.

We performed keyword research to identify search volume, competitiveness, and opportunities, then optimized the site to rank higher in search.


Increase in Leads


Increase in Organic Search Traffic


Page One Rankings


Higher Conversion Rate than Industry Average

3.7 Designs was a great partner in the design and implementation of our new website. From the onset, they personalized the experience identifying what differentiated us from our competition and using those strengths to build a site in which we’ve realized immediate benefits.  We’re now on the first page of google searches which was the ultimate goal of this project. I highly recommend working with Declan, Ross and the rest of the 3.7 Designs team.

Steve Hurley, General Manager, Insulgard Security Products

The Inovo Group

The Inovo Group is a strategic innovation consulting firm that connects technologies and people to drive accelerated growth. Their clients include many large multinational companies, and every aspect of their business is focused on innovation: from digital transformation innovation to operational innovation and beyond. Through their proprietary methodology and approach, they help big brands identify promising opportunities for disruptive growth.

The Inovo Group reached out to us after their most recent website redesign failed to generate substantial leads and the bottom-line benefits they’d expected.

We began with our rigorous design discovery process, including developing personas for core customers, a competitive audit, identifying a brand archetype, and mapping the buyer’s journey.

Insights gained from the research process lead to a realigned brand identity system, a results-oriented content strategy, and streamlined site architecture.

Using the buyer’s journey as a guide, we crafted the website design to speak to the mindset and pain points of their target audience, while clearly communicating what makes Inovo different and better than competitors.

We worked closely with Inovo to define several conversion points that could create a relationship, even if the user wasn’t yet in a position to make a buying decision.

And talk about bottom-line benefits: the redesigned website generates more leads in one month than the previous site did in an entire year!


Increase in Leads


Increase in Time on Site


Increase in Organic Search Traffic


Increase in Conversion Rate

HealthCap Digital Annual Report

HealthCap is an insurance and risk management provider for senior living communities. As a progressive and forward thinking organization, HealthCap decided to forgo their traditional printed annual report and move to a more engaging, interactive digital report.

They needed the report to be more than just a static website with “print-like” content. They wanted to demonstrate their commitment to being forward thinking and innovative to customers.

The digital annual report needed to completely tell their story, and align with their brand in a way that caught the attention of their target audience.

As long term partners of HealthCap, we started this project with intimate knowledge of the organization and brand. We were able to focus our design discovery on learning more about the target market and mindset of those reading the annual report. What excites them? What do they care about? What do they want to know?

We researched other digital annual reports to build a library of ideas and inspiration from which to draw.

For the past three years, we’ve crafted a new, unique digital annual report. Each has a different tone and message to keep users informed and engaged and maintain freshness.

Not only is the digital annual report a hit with HealthCap’s target market, we’ve reduced the overall costs of the annual report significantly by eliminating the need to create printed booklets. It’s a twin win, in both messaging and bottom-line savings.


LearnDash is the leading learning management system (LMS) for WordPress and other platforms. The company has a culture that always pushes the boundaries of what’s possible in the eLearning industry.

LearnDash reached out to us during the initial stages of planning the next major update of their platform, LearnDash 3.0. Prior to 3.0, the user interface of the application remained largely unchanged for four years. It had become dated and no longer delivered the best possible user experience.

We started by researching all learning management systems – ranging from small, free options to large enterprise solutions. We wanted to see what design problems had already been solved, what conventions existed, and where most LMS suffered from design issues.

Our findings drove several paper prototyping workshops, where we explored a wide range of possibilities and approaches. What if we threw away all the conventions and reimagined what an online course looks like? What if we just iterated on – or evolved – the current LearnDash interface?

We teased out what conventions and expectations remained and found several areas of exciting new territory to explore. As an LMS is ultimately used to facilitate online learning, we based all design decisions on how it would impact “cognitive load,” a term meaning – in more common language – “mental effort.”

Even a small reduction in required mental effort increases the success of online learning. Our focus became making sure each learner would know exactly where he or she was in a course, what to expect, and what would be coming next.

The updated LearnDash 3.0 application now conveys more information to the end-user in an easily understood manner, while also significating reducing the amount of mental effort required to move through a course. As a result, users can focus more of their energy on learning and retention and less on navigation and logistics. It’s a streamlined, more graceful experience, delivering stronger benefits for each individual using the LearnDash 3.0 platform today.

High School Sports Video is a digital news content provider and website focused on the entire state of New Jersey in a hyper-local manner. News, weather, sports, entertainment, politics and other aspects of life in the state receive extensive coverage. A key focus for is high school sports.

The parent company, Advance Publications, wanted to explore new revenue generating opportunities and highlight local sports videos. An agreement was in place with a video provider for high school sports footage.

So needed a custom application with a user-friendly design and interface that would work on multiple devices and smoothly integrate with third-party APIs, such as Gigya and Piano.

We developed a custom PHP application from scratch, with Javascript layered on top. (Translation: we made sure all visuals, photos, graphics and text worked beautifully everywhere.)

We then closely integrated this with LocalLive for video delivery, Gigya for user management, and Piano for handling subscriptions. We used the LL API to build a custom video clip editor tool. This allowed users to easily save and share clips of videos they selected.

To promote all the new high school sports video capabilities, we created a custom visual layer – based on branding and design research – to best appeal to the target audience of parents, family members, friends, coaches, and the players themselves.


HealPay is the leading digital payment platform for the debt collection industry. This innovative organization has revolutionized the way companies and people manage debts and payments.

A successful start-up, they’ve quickly outgrown their original design identity system. Their existing logo no longer represented who they are today, and marketing materials lacked the consistency needed to properly reflect the excellence of the brand.

HealPay came to us for a brand refresh, requesting an updated logo, new visual language, and a cohesive system of sub-brand logos.

We started with our Double Helix brand discovery process, helping us distill and identify the core brand attributes that set HealPay apart from competitors.

Once we understood their value proposition, we explored a range of design approaches to communicate the unique features and advantages they provide. We worked closely with HealPay to iterate through these concepts, agreeing on a dynamic set of new visual metaphors to power all marketing efforts moving forward.

We redesigned their logo – extending a new visual identity to print collateral pieces – and created multiple sub-brands to better represent all core product lines. Finally, we reimagined and updated their website, delivering a redesigned and cohesive brand identity as innovative and practical as HealPay itself.