JIEUN LEE

The paper gown refresh

Client | Zocdoc

Agency | Zocdoc Brand Studio

My Role | Design, Web, Article Hero Images, Social

The Paper Gown (TPG) is a blog where Zocdoc shares compelling and informative stories about healthcare. We promote each story through our CRM emails and social media accounts.

Following a patient brand refresh, we also embarked on rethinking the TPG website. Collaborating with an Associate Creative Director and a freelance web designer, I played a key role in providing visual elements, exploring layouts, and ensuring the overall look and feel aligns with our brand guidelines.

Brand-infused story-telling

Before diving into the web refresh, we had already begun implementing the new brand look and feel to the stories we regularly publish. During its peak, the brand studio team was generating 4-6 stories per week.

Story heroes

Revitalizing The Paper Gown: A Website Refresh Initiative

We aimed to transform TPG into a professional story hub, resembling a newspaper website. To achieve this, we constructed the site using a simple grid that allows for multiple stories without excessive scrolling, while maintaining an organized look.

Additionally, we minimized the use of color in the navigation and base elements of the website. This approach was intentional, as we wanted to draw attention to the captivating and distinctive story heroes featured in each article, rather than diverting focus with excessive design elements.

before

after