A calmer front door to modern healthcare
Brand and website for a network of primary care clinics, built so booking an appointment feels as reassuring as the visit itself.
- Client
- Lumen Health
- Year
- 2025
- Timeline
- 16 weeks
- Services
- Brand strategy & identity
- Websites & e-commerce
The challenge
Lumen runs twelve clinics with excellent care and, until last year, a website patients described as a maze. Booking took up to nine steps, every clinic page looked different, and the brand felt clinical in the coldest sense of the word. New patients were giving up before they ever reached a doctor.
Our approach
We started with the booking journey, mapping every step against interviews with real patients, then designed the brand around the feeling we wanted someone to have at the end of it: looked after. A soft, light palette and rounded type set a calmer tone, and a new photography style puts Lumen's own clinicians front and centre. The new website leads with a three-step booking flow and gives every clinic a page its own team can keep up to date.
The outcome
Online bookings climbed within weeks of launch, far more first-time patients finished booking, and calls to the front desk asking how to book fell by almost half.
- Online bookings after launch
- +64%
- From homepage to confirmed visit
- 3 steps
- Fewer calls asking how to book
- 47%
Patients tell us the website feels like walking into one of our clinics. That was exactly the brief.
Dr. Elena Marsh
Medical Director, Lumen Health