Brand creation + competitor analysis + messaging strategy + creative concept + website + campaign + media
Citrus Health Group is a strategic partner in life science, medical affairs, and market access, helping communicate science and real-world evidence to maximize value. After recent acquisitions, they engaged Audacity to help unify their brand to feature their newly integrated services and help potential partners find them.
strategy
creative
UX/UI
media
research
Audacity focused on a strong strategic foundation and bold visual expression when unifying the new Citrus Health Group under one brand, highlighting their unique blend of scientific rigor and fun culture. Through SEO and SEM, Audacity addressed discoverability challenges their previous website faced. After deploying best practices for on-page optimization and setting up a branded search campaign, clickthrough rates skyrocketed at >45%.
Audacity developed two concepts: one for an external audience and one for the internal brand launch. While each concept strikes a different tone, they both speak to the positive impact on patient lives made possible through collaborative partnership with the Citrus Health team.
Key to a unified brand experience was creating a visual system for Citrus Health Group’s umbrella of sub-brands. Audacity developed custom characters that stemmed from the citrus “c” in the primary logo to connect sub-brands back to Citrus Health Group.
When crafting a new digital experience for Citrus Health, future growth was a critical piece of the puzzle. We reworked their site map and information architecture to provide greater flexibility, setting a strong foundation for a brand that requires room to grow in many directions. We also used this planning stage to implement best practices to improve clarity and user experience.
A complete website redesign captured the new branding, messaging, and concepts in one optimized user experience. Audacity utilized movement and clever microinteractions to modernize the design, such as a nod to the citrus “slice” on button hovers. We additionally brought forward aspects that showcased the team’s personality in an interactive teams page.