Equitas Health

A new brand and a new direction.

AIDS Resource Center Ohio expanded services in order to continue leading the ever-changing healthcare industry.

To successfully reflect that growth, ARC Ohio needed a full rebrand, a new name and a new website and a microsite.

Good-bye ARC, hello Equitas Health.

Cement partnered with Origo Branding to research and develop a new brand architecture for ARC Ohio. The synthesis of extensive primary and secondary research showed the importance of maintaining ARC Ohio’s focus on HIV/AIDS, providing culturally competent care for all, and leading the industry on LGBTQ healthcare issues and advocacy.

Moving pictures.

To complete the Equitas Health rebrand and #HealthOutLoud, we needed photos and videos that inform and inspire– pictures and video that create an emotional connection. Cement facilitated several multi-day, multi-location photo and video shoots.

Bringing the brand to life online.

Through extensive keyword research, competitive market analysis, and qualitative and quantitative research we developed an exceptional UX foundation for the new website. The navigation, you’ll find is confident, simple and easy to navigate. Additionally, the content brings the new brand story to life.

Microsite: Health Out Loud.

LGBTQ patients are at a disproportionately higher risk for a variety of negative health outcomes, but one out of three are not “out” to their healthcare provider. To bring this issue into the forefront we created the Health Out Loud microsite. Here patients tell their stories about the positive impacts coming out to a physician had on their health.

Open doors online and off.

Healthcare can be cold and confusing, but it doesn’t have to be. Our strategy for equitashealth.com centered around functionality that would make the user experience easy to navigate and pair multiple facets of the site together. #HealthOutLoud focused on starting a conversation of inclusivity and encouragement in order to increase the number of LGBTQ community members who demand and receive culturally competent care.

Streamlined content, satisfied visitors.

The new ohiv.org website design streamlines content into four areas: testing, tools, care and community. Previously the site had much more content which muddied the UX waters and made finding critical information tasking on the user.

Traffic increase of 1,500%

The website is now crushing it in search and social. Traffic is up 1,500%. Visits jumped from 183 uniques to a staggering 2,689 in the first full quarter after launch. Of that, 42% is from organic alone, which has seen a jump of 565%. Positive feedback abounds and our design work led to new supporting print materials off to the printer and into the community.