IMO Health

Long-Term Partnership & Evolution

Over the course of a multi-year partnership, I have led three major website redesigns for IMO Health. As their organization innovated and scaled, their digital presence needed to evolve continuously to match their true market value. The challenge wasn't just a single rebrand. It was about providing ongoing creative audits and strategic recommendations to consistently improve user experience, engagement, conversions, and overall brand identity.

Creative Direction & Strategic Auditing

Working side-by-side with IMO Health\'s Creative Director, marketing team, and our internal designers, I provided the vision and creative direction for all ongoing design updates. For our latest update, we focused on establishing a vibrant, approachable visual system that extended far beyond the website. I helped make sure this new creative direction carried over into both online and offline brand assets, including social media graphics, sales sheets, and product imagery.

A major strategic focus was overhauling their Resource Library. We transformed it from a standard repository into an intuitive, Netflix-style browsing experience. By implementing robust filtering, dynamic content relationships, and a highly visual grid system, we drastically improved content discoverability and user engagement.

Art Direction & Photography

To bring IMO Health\'s brand to life with authentic human connection, I led an original photography initiative. After sourcing and partnering with a top-tier photographer, I developed a comprehensive shot list and creative direction to ensure every photo captured their culture and clinical environment. I directed the multi-day shoot on-site to keep everything aligned with their evolving visual identity and brand strategy.

Execution & Iteration

• Rapid Global Rollout: For the most recent identity update, we established alignment rapidly through homepage concepts. Because we had engineered the site using scalable global elements, we successfully rolled out major design updates across the entire site and its templates in just a matter of weeks.
• Creative Auditing: Conducted regular deep-dives into site performance to uncover UX bottlenecks and conversion opportunities.
• Resource Library Overhaul: Designed a modern, engaging browsing experience to surface thought leadership, webinars, and case studies dynamically.
• Data-Driven Evolution: Continuously monitored analytics and heatmaps, running tests and iterating on designs to ensure the brand evolution was always tied to measurable website results.

Impact & Reflection

• Sustained Traffic Growth: The new site architecture and optimized UX fueled long-term growth, quadrupling organic traffic from ~22k to a peak of 104k users.
• Explosive SEO Authority: By resolving technical SEO debt and streamlining content, we drastically improved search visibility, growing Top 20 ranking keywords from 7 to 120.
• Continuous Evolution: Built a resilient digital foundation that allows IMO Health’s brand to adapt and scale alongside their expanding product offerings.