Insulgard

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.

1000%

Increase in Leads

400%

Increase in Organic Search Traffic

100+

Page One Rankings

50%

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!

1200%

Increase in Leads

750%

Increase in Time on Site

200%

Increase in Organic Search Traffic

823%

Increase in Conversion Rate

Remake Learning Days

Remake Learning Days is a public festival of hands-on STEAM (Science, Technology, Engineering, the Arts and Mathematics) learning events that engage both youth and families. In 2018, Remake Learning Days saw 270 organizations and schools participate and approximately 20,000 attend events across southwestern Pennsylvania and West Virginia.

Remake Learning Days came to us in 2019 as they were preparing to expand to five more regions across America. They wanted an impactful website to serve parents, community members, and event host organizations, such as schools and libraries.

They needed a solution permitting management of regional content by regional leaders, and clear navigation and differentiation between national and regional content. A detailed event calendar – featuring robust search, filtering, and event location abilities – was a must. And submission of public events, with moderation based on the region, needed to be handled gracefully and easily. In total: all of these capabilities in a visually appealing, consistently branded, mobile-friendly site.

850+

Events Submitted

50,000+

Attendees

32 Million

Social Media Impressions

Understanding the critical objectives of providing a mobile-friendly website, including powerful event search and extensive regional content, we first put a heavy emphasis on discovery, planning, and execution.

We began with a design discovery process, researching the organization and target market. To understand how the website was used in previous years, we analyzed historical behavioral data, audited similar websites, researched search design patterns, and interviewed stakeholders outside the organization.

Using our brand framework, we identified key brand attributes, primary messaging, and core values which would inform the visual tone of the website.

Our findings were used to produce a strategy document that guided our design process. We took a mobile-first approach to design, considering the best mobile experience first, and then assuring that this experience translated well to tablets and computers.

We built the site on WordPress – leveraging existing technologies and plugins to lay the foundation – and adding our own custom code to fulfill all the business requirements, such as event review and approval workflow, regional content roles, custom editor permissions, the personalized event search system, and others.

Huron River Watershed Council

The Huron River Watershed Council (HRWC) is a non-profit that works to protect the Huron River. Their website is a destination for many different audiences – school children researching the local environment, community members who want to volunteer, teachers planning a curriculum, potential donors seeking a worthy cause, journalists looking for a story, and others.

When HRWC came to us their site was not mobile-friendly, despite 26% of visitors using mobile devices. From a design perspective, the site said, “I’m partying like it’s 1999.” (In other words, it was quite out-of-date and not in a “princely” way.)

There was an abundance of content, much of it dated, making it difficult to find current and important information. The tone and writing style varied widely from page to page. It was clear that some pages were written by scientists, and others by communications professionals.

HRWC needed a more consistent brand voice and image across their site, updating their wealth of information and making it easy to find in a visually compelling, mobile-friendly site.

We started by researching HRWC’s diverse target audiences, then dove into user behavior on the existing site. Using insights discovered, we crafted a design strategy that included the reorganization of content on the site.

We revamped and relabelled their navigation system, prioritizing the most desired and frequently accessed content, and moving less critical elements into utility and secondary navigation. We designed new navigational elements to aid “find-ability” within the deeper content sections of the site.

We immersed ourselves in the HRWC brand, amplifying connections between their mission and the audiences they target. We created an engaging, panoramic design that draws users into the rich visual nature of the organization, and tells a story about why their efforts matter and how individuals can get involved.

The final design was a mobile-friendly, visually striking, and emotionally engaging storytelling experience that’s easy to use.

The 3.7 Design team created a gorgeous website for the Huron River Watershed Council. The design is inspiring, we’ve been told by visitors that the navigation is easy, and the backend is simple to manage. 3.7 created a Resource Library for our 500+ publications, encrypted our email links to protect us from spam, and made everything fit to all screen sizes (mobile optimized.) The team was both fun and polished: throughout the project I found them to be creative, nice, professional, talented, and I could tell they cared about the product. Their pricing was excellent too. They’ve earned each shiny star I gave them for this rating.

Anita Daley, Marketing Director

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.

High School Sports Video

NJ.com 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 NJ.com is high school sports.

The NJ.com 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 NJ.com 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 NJ.com branding and design research – to best appeal to the target audience of parents, family members, friends, coaches, and the players themselves.

HealPay


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.

HealthCap USA


HealthCap is a general and professional liability insurance company, owned and governed by the long-term care providers they insure. HealthCap provides liability insurance products, risk management services, and accredited education to nursing homes, assisted living facilities, and continuing care retirement communities.

Each year, HealthCap has an annual meeting, hosting their insurance brokers, thanking them for their business, and providing an update on the state of the industry.

HealthCap uses a printed annual report to capture key content and takeaways from the conference, while also accurately reflecting their operational excellence. It needs to always be a stellar publication to create a positive brand impression for their clients.


We’ve designed HealthCap’s annual reports for the past five years, working closely with HealthCap’s marketing department. Each year we identify and agree on a unique new theme and fresh approach that reflects the advantages of HealthCap and trends within the industry.

As the report requires comprehensive and clear information, we create detailed metrics, infographics, and other visual elements to paint and convey the complete picture. As you can see in the examples below, the report communicates both the caring and professional sides of all that HealthCap offers.

The Gown Shop


The Gown Shop, a bridal brand with big plans, reached out to us prior to opening their first location. The boutique’s owner told us about her vision of providing high-end designer apparel, for both brides and bridesmaids, with unique, personalized touches.

As a perceptive entrepreneur, she knew that the right image could be the difference between a shop that women vowed to visit, or wanted to divorce themselves from. With deep insight into her target market, she knew what would resonate and needed our graphic and marketing expertise to help bring her vision to life.


Using our Double Helix brand discovery process, we helped translate the founder’s clear understanding and vision of what she wanted into visual brand characteristics.

After initial discussions, we explored and “proposed” a variety of possible design patterns to identify which visuals conveyed the right message to her upscale audience of brides to be, mothers and sisters, bridesmaids, and other influencers.

Once defined, the visual language was applied to a brand identity system that included a new logo, boutique/in-store branding and ambiance, business cards, envelopes, letterhead, and a new website. Based on the results as shown below, we like to think that The Gown Shop and 3.7 Designs were the perfect marriage.

MS Bioworks

MS BIoworks is a provider of protein mass spectrometry services. One of the first of its kind, the company eliminates the need to own costly mass spectrometry equipment, and provides analysis and reporting on samples as a service to other scientists.

You may not be shocked to learn many science-focused websites are rather utilitarian. Most are focused mostly on highly detailed content with simple layouts, lots of text, and very little color.

The leadership at MS Bioworks knew they needed to stand out and offer a website that made scientists take notice. After staring at mundane, boring websites all day, they wanted one that took risks and felt exciting.

Equally important was the capability to easily purchase their services online. With a significant portion of orders coming through an eCommerce system, it was critical that users understood the process intuitively for smooth ordering.

We started by mapping out the most important user tasks and identifying common friction points so we could minimize the steps and stops required to learn about a service, research it’s use and ultimately purchase.

We started by mapping out the most important user tasks and identifying common friction points to minimize steps needed to –

  • Learn about a service
  • Research its use
  • Purchase it

With an understanding of desired workflow and how-to-buy, we moved on to the user experience and visual design. Collaboratively, we explored more “experimental” websites, looking for new ideas
that could be simplified and incorporated in a usable, friendly way.

We considered a variety of avenues before settling on a full screen, vertical, column-based layout, featuring bold colors and subtle animation.

The result is a striking, engaging website that’s compelling, memorable, and easy to use.

The 3.7 Design team created a gorgeous website for the Huron River Watershed Council. The design is inspiring, we’ve been told by visitors that the navigation is easy, and the backend is simple to manage. 3.7 created a Resource Library for our 500+ publications, encrypted our email links to protect us from spam, and made everything fit to all screen sizes (mobile optimized.) The team was both fun and polished: throughout the project I found them to be creative, nice, professional, talented, and I could tell they cared about the product. Their pricing was excellent too. They’ve earned each shiny star I gave them for this rating.

Anita Daley, Marketing Director