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 PROBLEM

As 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 OPPORTUNITY

The 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 evolve the brand just enough to enable a more consumer-first landing page, while preserving trust, accessibility, and credibility across clinical and partner audiences.

THE SOLUTION

I refined the existing typography styles to allow for stronger hierarchy and more expressive headlines, expanded color usage to provide warmth and higher contrast, and introduced lifestyle-forward imagery to balance the tech and clinical credibility. In the end, Bold had a landing page that felt distinctly more human, modern, and confident as well as a scalable brand foundation that reflected their evolution as a company.

THE RESULTS

Within the first week of launch, the updated 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.