Designer: Kathie Alexander
Cyd Gorman of The Data Edge wants
to take the yawn out of her client’s
website. Listed as one of the top doctors’
collaborations in New York magazine,
the Professional Anesthesiologists of
Greater New York, P.C., uses its website to provide
information regarding its office-based anesthesia services
for other physicians and to attract new business.
DG art director Kathie Alexander feels that
to achieve the group’s goals the site needs a more
streamlined and contemporary look. The group’s
current black logo lacks strong visual appeal. The
gray caduceus behind long stretches of text on the
site is drab and distracting.
Maintaining its basic identity, Alexander added
color and texture to the logo to balance it. To spice
up the site, Alexander chose a strong palette of colors
that works well for a medical theme. She also added
powerful images that scroll across the screen. This
movement will lend excitement to the site but not
detract from the overall message the group is sending.
A clear concern for any site is navigation. To
address ease of use, Alexander created tabs lining the
top of the screen. The information drops down and
the user can then move easily to the next page. This
is an improvement from the side buttons of the original
design.
Alexander notes, “I wanted to make the site
friendlier, and the portrait of the doctor is a nice,
personal touch.” She also believes the associations
the group maintains send a strong message to fellow
physicians, so she included them on the right margin
of each page.
No strangers to pain management, this group
of professional anesthesiologists will find recovering
from its tired website pain-free.
