A website as precise as the science behind it.

A brand ahead of its website

icometrix’s technology had evolved rapidly; its online presence had not. For a company whose credibility rests with clinicians, researchers and partners, that gap carried real weight: how a brand presents itself online shapes how its science is perceived.

A new identity had just been developed with a team from a Belgian university. We usually prefer to lead a project from the strategy up, but here the foundation was sound. We refined the final logo mark so it held its own alongside partners and competitors, then turned to the website, which also had to move to Wix Studio for greater flexibility and scale.

The deadline was fixed: the new site had to launch with the rebrand, at the annual conference where icometrix would take centre stage.

Three audiences, one clear architecture

We started with the people: clinicians, researchers and investors, each arriving with different questions. icometrix brought a clear vision for the structure, our role was to turn it into a content architecture that leads each audience to what matters to them, from product pages to clinical evidence.

Behind it sits a system of connected CMS collections, so content can be filtered by audience, topic or need, and new material is added without touching the design.

Making the invisible visible

The core of the product is something no one can see with the naked eye: AI detecting the smallest changes in the brain. We used scroll-driven animation to show exactly that, turning the product’s most technical capability into its clearest story.

It’s a principle we carry into every project: even the most technical product needs a human story.