By word of mouth, the agency receives a request to redesign the website of a sanatorium in Kislovodsk. In front of us a huge brief from the customer.
This is a competition for commercial proposals from studios, it is important to have cases in the niche of hotels, work with booking modules and a portfolio site. Ready commercial offer should be sent within 5 days from the creation of the brief
3 days left, a portfolio site in development, a real order for a hotel at the design stage, and the feeling that all is lost
But there is a good thing - Elena Bukharova (CEO of the agency) has extensive marketing experience in hotel development, and Anna Ponomaryova (creative director of the agency) instantly understands what can help the problem of business right now
Urgent call of the agency, we decide that all together for 2 days without in-depth interview create a rough prototype of the main page, the structure of the site and even mini-mudboards with sketches of 2 design concepts.
Imagine, you're facing a region teeming with health resorts. The competition is fierce. Everyone is chasing "new blood" without losing old guests. Every segment of the audience must be catered for. All on the wave of airy technological sites, the maximum departure from associations with old age and retirement.
As a result: all sites as one and none are memorable
We go to read reviews of "Rodnik" On the vastness of Yandex and Google, and between the lines and all the marked photos of users, we realize that in front of us is the same, the sanatorium of the USSR times.
In each segment of the audience this view causes different sensations and images in the head, but one of the most selling is among all these sensations - nostalgia.
"Rodnik" sanatorium: risked and won
"The 6-member jury, the 2 daring us and our concept.
It was not the easiest conversation we have ever had with a customer. Expectedly we are faced with the doubts of the customer. It's hard to convince them that this is exactly what they need and whether it will be too bold and unusual.
We were so on fire with ideas and so eager to make a different site just for them that we defended and argued with fire in our eyes. We were sent to the expectation of picking a winner"
ELENA BUKHAROVA
SEO AND AGENCY FUNDER
At the first in-depth interview, we were delighted. The customers were ready to take a risk and realize our ideas.
Since a lot of work was done even before the contract was signed (competitor analysis, concept selection, analysis)
Right after the in-depth interview we moved on to the structure, texts and prototype
Health improvement programs have been sorted out
Before the redesign, the logic on the website for the guests of the sanatorium was quite confusing, and many questions were asked.
We offered to show children's programs on the site as well, this information was not on the site before, so we expanded the target audience, because families can come to get healthy all together
Took apart the booking module, highlighting the customer's growth points from a marketing perspective
Reworked the entire old site structure and created a new one that is simple and easy to understand
Wrote the texts with a warm and lively tone of voice
send and after 2 days we get on the short list of 3 applications out of 16. CALL-PRESENTATION
Sanatorium "RODNIK" has a functioning brand-book. In order to go in the RETRO CONCEPTION on the site it was necessary to enter a new bright accent color.
The whole sanatorium is like in the USSR except for one new floor.
The club floor, the "world in the world" concept, and it had to be integrated into the overall retro concept
At this point, it seems that everyone's heart sank and the question was: what will come out of it?
Compiled a moodboard, described associations, key message to site guests, rationale for the concept
proposed design concepts for the homepage and the club floor
Concept 3 was chosen for the main floor, for the Club floor a variant from the first end was selected.
Design of the main page and all pages