Creating a Unified Brand Platform Across 20 Sub-Sites

Natus Medical Incorporated is a leading provider worldwide of medical products, software, services, education, and training. 

Natus wanted a platform that met measurable revenue and business goals while reducing the cost of ownership. The code base was different for all 21 subsites - it needed to be brought into alignment. We helped Natus’ executives build processes and governance standards so that each business unit would fully stand up to the existing Natus brand. 

We created a centralized governance and management of all website properties through a multi-site platform and atomic design. Our team helped reduce maintenance costs by consolidating independent sites onto a centralized platform and made a flexible visual design system to maintain Natus’ brand and provide a consistent user experience. 

Natus wanted a platform that met measurable revenue and business goals while reducing the cost of ownership. To accomplish this objective, the new platform needed to: Provide a centralized management and governance, have functional tracking and reporting tools as well as enable a broad variety of visitors to quickly and easily access the information they need to make a purchase. 

A lack of existing governance (combined with strict brand standards) made the Natus executives nervous about turning control over to each business unit. Part of our job for the redesign was to help Natus´ executives build processes and governance standards so that each business unit would fully stand up to the existing Natus brand. 

To prevent users´ needs from being neglected, a comprehensive digital strategy defined Natus´ long-term platform roadmap. This strategy needed to capture core business goals and align each business unit´s stakeholders with each other and with their audiences’ expectations. We guided Natus stakeholders through a series of workshops exploring Natus’ brand, its digital audience, and its organizational goals. Armed with information, our team used the audience research from earlier in the workshop to map user paths to help each business unit's audiences achieve those conversions.  

We created a component-based design - each business unit uses the same library of components and templates but is able to adjust attributes like color and layout.  

Beyond simply bringing clarity to Natus´ end users, having a streamlined information architecture provided the added benefit of creating a rubric through which all future companies and products can be assimilated. Knowing where a product or service lives within a multi-vertical business provides clarity throughout the organization while simultaneously enhancing SEO.