Halden Health
A healthcare referral and intake platform, designed and built from a blank page - brand system, 14 page templates and a working, SEO-structured site, in one continuous build.
A concept engagement showing how we take a healthcare software product from brand brief to a working, SEO-structured site — brand system, 14 page templates, a real content pipeline and production imagery — in one continuous build.
The brief
Healthcare referral and intake workflows still run mostly on fax machines, phone trees and re-typed PDFs. The brief was to design and build a marketing site for a fictional healthcare technology company — Halden Health — whose product automates that workflow: reading faxed and electronic referrals, checking insurance eligibility, routing the patient to the right team, and following up automatically.
This is a self-initiated concept project, not a client engagement — which made it a useful stress test for a full healthcare website design process end to end: brand, information architecture, copy, component system, imagery and a working Next.js build, with no scope negotiated away.
Why this matters for a healthcare product
Searching for how healthcare companies describe this problem turns up a consistent, high-intent vocabulary: referral management, patient intake software, referral processing, prior authorization automation, eligibility verification and patient access — terms real healthcare operators and buyers search for when they're evaluating a system like this. Those terms shaped the site's information architecture directly: each one maps to a section of the product story (Intake → Eligibility & authorization → Routing → Outreach → Analytics) rather than being bolted on as an afterthought.
Brand, from scratch
Healthcare marketing defaults to either sterile clinical blue or over-warm lifestyle photography. Halden's brand needed to read as healthcare immediately, without leaning on either cliché:
- Palette — deep teal (#0F766E) as the primary color, a coral accent (#F2765F) reserved for calls to action, a near-white background and an ink-navy text color. Teal reads clinical-but-warm; coral keeps CTAs from disappearing into a sea of blue-green.
- Type — Plus Jakarta Sans for headings at a confident 650 weight, Inter for body copy. No serif, no editorial warmth: this is a software product, not a wellness blog.
- Mark — a "path-to-plus" logo: a coral lane sweeps into a teal soft cross, tying the referral-routing product story to the mark itself.
Structure: fourteen templates, one system
Rather than design page by page, we planned the site as a small set of reusable templates driven by data, so adding a sixth "who we serve" vertical was a content change, not a design task:
- Home — product narrative and proof
- Product — full platform tour across 5 tabs
- Solution (×6) — DME, infusion, fertility, physician groups, health systems, specialty pharmacy
- Customer-story listing + detail — social proof
- Resources listing + article/webinar/bulletin detail — SEO content surface
- Book a demo — primary conversion path
- About, Careers, Privacy — trust and utility pages
Imagery: a hybrid pipeline instead of generic stock
Most concept sites either ship with obviously fake stock photography or skip imagery altogether. This project used three sources depending on what each slot actually needed, rather than forcing one technique everywhere:
- Cloudflare Workers AI (@cf/black-forest-labs/flux-2-dev) for every product UI screenshot and icon illustration — brand-colored dashboards, kanban boards and analytics panels that don't exist as a real product, with prompts tuned to avoid the garbled on-image text that text-to-image models are known for.
- Real photography (Pexels) for every slot that needed to look like an actual place — an infusion suite, a specialty pharmacy, a hospital exterior, the team photo — picked and cropped per slot rather than dropped in from a generic "healthcare" search.
- Lightweight HTML/SVG renders, screenshotted at exact pixel dimensions, for abstract assets — resource cover art, the styleguide sample, a generic avatar — where a photo would have been a worse fit than a clean graphic.
The result
A full healthcare SaaS marketing site — brand system, 14 templates, real imagery, and copy structured around the terms healthcare buyers actually search for — built and reviewed in a live dev environment at every step, rather than designed once and handed off blind.
Want a site like this for your healthcare product?
This project uses the same process behind our real engagements: healthcare website design, healthcare web development and ongoing healthcare web design services for clinics, digital health platforms and health tech companies that need a site built by a team that knows the industry's vocabulary, not just its color palette.
