Pharma Web Design for
Cell Therapy Company
Website for biopharma focused on next-gen immunotherapies for hard-to-treat cancers.
Website project overview
When it comes to pharma web design, there’s a saying around Stellar: embrace your inner oddness.
Essentially, what it means is, instead of trying to be everything to everybody, biotechs are always better off identifying and emphasizing what makes them unique within their particular niche.
In the case of AvenCell, their new CEO was able to identify what made them stand out in a sea of CAR-T cell therapy companies – what he needed was a new website to emphasize their distinct value prop: they were one of only two cell therapy companies offering allogeneic and switchable CAR-T therapies.
On the surface, the challenge seemed rather obvious: their new pharma web design needed to go from generic to unique.
Their old site was dark with oversized icons and an undersized, chunky font for headlines that came off as both heavy and weak, if that makes sense. The overall feeling was awkward and clunky – like something was just ‘off’ about the whole site.
On the plus side, they used real photos of real people in their lab throughout the old site. It’s always preferable to use real pics of your team, so the recommendation was to repurpose them in the new site if at all possible.
But most important, the new site required messaging that would clearly emphasize their expertise in combining allogeneic and switchable therapies. Much of the existing text was still relevant, it’s just that it needed to be deprioritized in order to bring their allogenic/switchable technology to the top.
…instead of trying to be everything to everybody, biotechs are always better off identifying and emphasizing what makes them unique within their particular niche.
We all go to websites every day. We all know the most important part of a website is the top of the main page. It’s this “hero section” that must instantly capture and position your biotech in the mind of each new website visitor.
But finding the exact hero image and headline that captures a unique expression of your biotech isn’t always an easy proposition.
In this case, the client reviewed over a dozen images/headline combinations before they found the one that “clicked.” Turns out, it featured a watercolor of cells. The founder loved it. Everything was almost perfect, if only the watercolor could represent their allogeneic, switchable technology.
Then the magic happened: their office manager was in the Zoom and mentioned afterwards that she paints watercolors as a hobby. She combined her scientific education and her artistic talent to create a marvelous, custom illustration.
And you simply can’t get more “uniquely you” than that.
In addition, the overall feel of the site was lightened up. The new website stayed within the brand guidelines, but flipped the dark olive color of the old site to their bright green. Bands of the lighter green give the new pharma web design more “pop.”
Likewise, the new website lightens the font recommended in the brand guide, just in a thinner weight. Changing the weight of the font lifts the whole feeling of the site – it’s now feels more elegant and sets off their custom photos and new scientific icons.
While the pharma web design was in full-swing, the messaging went through a thorough audit. Each of pages on the old site were reviewed for clarity and flow – we call this “weeding the garden.” It’s how a writer helps the subject matter experts at a biotech determine what needs to stay, what needs to go and what needs to be de-emphasized.
The main change was to the sections of text on the Home page – they were reordered or created anew to more clearly express their allogeneic/switchable value prop. The same process was repeated, to a lesser degree, for the rest of the pages on the site. In weekly Zoom meetings, the client reviewed new headlines or sections of text – with each recommendation came with an explanation as to why the “voice” or each particular word would help them speak to investors, partners or patients.
The end result was that the allogeneic/switchable value prop was carried throughout the each page of the website, from top to bottom. When combined with their pre-existing custom photos, new icons and the custom watercolor illustration, the effect was fresh, energetic and distinct website – one that reflected their uniqueness as a cell therapy company.
If you’re a new biotech CEO looking to “embrace your inner oddness”, we can help. Reach out to Stellar – our award-winning biotech website design agency can help your biotech stand out in a sea of sameness.