Summit Digital built the original website for this healthcare technology company in 2017, when the business launched with only three core products. By 2025, the platform had grown to six interconnected products, three significant certicications were in progress or newly achieved, and the original name no longer reflected what the business had become. A competitor product with a similar name had also entered the sector, creating confusion at precisely the moment MCH needed to inspire confidence in NHS and private healthcare procurement teams. The existing site needed a complete redesign and expansion, not a refresh, and it all had to land together with the new brand.
Our understanding of the business, combined with our Webflow Enterprise Partner status and experience with ambitious, credibility-driven organisations, made us the natural choice to deliver a rebrand that needed to work hard from day one.
Drawing on eight years of working with the business, we understood the product architecture, the client base, and the commercial stakes better than any agency starting from scratch could. We worked closely with the MCH team to define their new positioning and build a visual identity that communicated trust, capability, and forward momentum. The redesign brought the full six-product suite to life clearly and cohesively, with Rostering, Preferences, and Communicator introduced alongside the original three products for the first time on a single platform.
The site was built in Webflow with NHS procurement teams, private hospital decision-makers, and C-suite healthcare executives firmly in mind, structured to generate enquiries by presenting compliance credentials, client evidence, and product depth in a way that converts professional sceptics. The content architecture allows the MCH team to manage and expand pages independently as the platform continues to grow.
The outcome of this project was a fully refreshed website designed to support both usability and conversion. Clear product navigation enabled healthcare professionals to quickly identify relevant modules without friction, while prominently placed certification and compliance signals helped reduce procurement barriers at key decision points.
Credibility was reinforced throughout the buyer journey with the inclusion of named hospital group testimonials and client logos. We also introduced a scalable multi-product architecture, with clearly structured product pages designed to guide procurement decision-makers from initial awareness through to enquiry. Supporting this, named client evidence and measurable results were integrated across the site, providing the proof points needed for internal stakeholder buy-in.
Additionally, structured onboarding and rollout content was developed to align closely with the sales process, supporting users from their first interaction through to contract stage and beyond.
From a personal perspective, this project significantly strengthened my experience working within Webflow, particularly in building flexible, scalable page structures and maintaining design consistency across a complex site. It also deepened my understanding of how and why brands evolve, highlighting the importance of aligning visual identity, messaging, and user experience with a company’s growth and audience expectations.
Explore a selection of collaborative projects, using motion and design to communicate ideas and bring them to life.
