Bold Website and Brand Refresh
Bold is a digital health company focused on healthy aging for seniors. They offer content and workouts that improve balance and strength to help prevent falls and manage chronic conditions.
THE PROBLEMAs Bold prepared for a high-stakes acquisition moment on January 1st, their homepage no longer matched the company’s recent growth. The experience over-indexed on B2B messaging, underrepresented Bold’s technology and vision, and lacked aspirational lifestyle storytelling for consumers.
THE OPPORTUNITYThe homepage couldn’t evolve without the brand evolving with it. The existing brand system constrained the experience, making it difficult to express warmth and feel relevant to the consumer. Bold partnered with me to refresh the brand and design a more consumer-focused landing page, while preserving trust and credibility with clinical and partner audiences.
THE SOLUTIONI reworked the existing typography styles to allow for stronger hierarchy and more expressive headlines, refined the color palette to feel more modern and confident while prioritizing accessibility, and established a lifestyle photography art direction to help balance Bold’s tech and clinical credibility with warmth and personality.
THE RESULTSBold’s new homepage feels more human and confident and they have a scalable brand foundation that reflects their evolution as a company. Within the first week of launch, the homepage generated some impressive results.
79% increase in new members signing up.
69% increase in new members signing up and completing the onboarding process.
30% increase in visits to the B2B Partnerships page.
260% increase in visits to the Book a Demo form.
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2025
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Designer
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Brand refresh
Creative direction
Art direction
Web design
Production
