This document outlines the design thinking behind the proposed redesign, explains the specific improvements made over the current website, and articulates the strategic decisions behind each choice.
Before identifying opportunities, it's important to acknowledge the foundation. The existing site is functional, clear, and already signals the right intention.
| Area | Current Strength |
|---|---|
| Content | The copy is thoughtful, warm, and on-brand. The tagline "Where the body is given space to find its own way" is genuinely beautiful and sets the right tone immediately. |
| Clarity | Navigation is logical. The four care categories (babies, pregnancy, parents, elderly) are clearly communicated. Pricing is transparent. |
| Photography | The brand has real, warm photography. The images of the clinic, families, and care moments are genuine assets that many practices lack. |
| Booking | The "Book Here" CTA is present and prominent throughout. The Jane App integration works. |
The brand aspires to feel premium, calm, and deeply considered — but the current website communicates standard rather than exceptional. The gap between the quality of care provided and the quality of the visual experience is significant.
| Dimension | Current Website | Proposed Design |
|---|---|---|
| Typography |
Issue Uses system default fonts. No typographic identity. The headlines carry no personality and look identical to thousands of other websites. Typography is the voice of the brand — and currently it is mute. |
Resolved Cormorant Garamond for headings — an elegant, refined serif that communicates precision and warmth simultaneously. DM Sans for body text — modern, clean, highly readable. Together they create a voice that feels both clinical and human. |
| Colour |
Issue Stark black and white only. While minimal, this reads as unfinished rather than intentional. There is no warmth, no tonal depth, and no colour language that connects to the brand's softer values. |
Resolved Four considered palettes developed: Sage, Warm Sand, Blush, and Pure. Each introduces a warm neutral base with a single carefully chosen accent — adding depth without noise. The colours feel like the practice: gentle, considered, precise. |
| Whitespace |
Issue Sections are densely packed. Content sits close together without room to breathe. This creates a feeling of urgency and crowding — the opposite of "calm and precise." |
Resolved Section padding of 120–140px. Generous margins throughout. Text blocks are given room to breathe. Whitespace is not emptiness — it is luxury. Premium brands use space to signal confidence. The new design uses space as a design element. |
| Hero Section |
Issue The current hero splits text and image into two equal halves — a default Squarespace layout. This is functional but generic. The brand's best photography is reduced to half the screen with no visual impact. |
Resolved Three different hero approaches offered: A — refined split with elevated typography. B — full-bleed photography with title text overlaid at the bottom (editorial, immersive). C — pure white, typography only (the headline fills the screen, photography appears in the next section). Each creates a fundamentally different first impression. |
| Services Display |
Issue Four service cards displayed in a basic 4-column grid. Cards are equal-sized, equally spaced, with identical formatting. This is transactional — it lists rather than invites. It shows what the practice does but not why it matters. |
Resolved Layout A/C: Full-bleed card grid with photography fills each card completely, dark gradient at bottom for text — services feel immersive, not listed. Layout B: Editorial sticky layout — as you scroll the service list, the image on the left updates to show each service. This creates engagement, storytelling, and a sense of depth. |
| Testimonials |
Issue Standard three-column card layout. Each testimonial is equal weight. Nothing is featured. The emotional impact of what families say is diluted by treating all quotes as equal list items. |
Resolved Layouts A/C: Three cards on a dark background — creates contrast and elevation. Layout B: Single featured testimonial, large and centered — the quote fills the space, the name sits quietly below. One powerful voice rather than three average ones. Interactive dots allow switching between testimonials. |
| Visual Hierarchy |
Issue Every section has roughly the same visual weight. There are no moments of pause, no build-up, no release. The page reads as a flat sequence rather than a designed experience. |
Resolved Each section has a distinct visual character: light → full-bleed image → dark → light → dark. The contrast between sections creates rhythm. The eye is guided. The visitor experiences the brand rather than just reads it. |
| Brand Storytelling |
Issue The website presents information but does not tell a story. A first-time visitor learns what the practice does but does not feel why it matters or what makes it different. There is no emotional arc. |
Resolved The page is structured as a narrative: Here is who we are → Here is who we serve → Here is how we think → Here is what others say → Here is how to begin. Each section builds on the last. By the time a visitor reaches the booking CTA, they have been convinced — not just informed. |
Two colours only. Clinical, cold. Does not reflect the warmth and intentionality of the practice.
A — Sage
B — Warm Sand
C — Blush
Each layout is fundamentally different in how it structures the visitor's experience. The choice of layout is not aesthetic preference — it is a statement about what the brand values most.
Split hero, card grid services, three-column testimonials. Organised and professional. The safest, most familiar approach. Ideal if clarity and directness are the priority.
4 colour variants availableFull-bleed hero photography. Title text sits over the image. Services shown as a sticky editorial list. Single featured testimonial. Feels like a premium magazine feature about the practice.
Warm Sand palettePure white hero — just the headline. Full-viewport sections, one idea per screen. Extreme whitespace. Scroll-triggered reveal animations. The most luxurious, most minimal approach.
Pure / Neutral paletteCustom typography, warm colour systems, and intentional spacing transform the site from generic to genuinely premium. The visual quality now matches the quality of care.
The narrative structure guides visitors through a story — not just a list of services. By the time they reach the booking button, they feel understood, not just informed.
The existing brand photography — families, the clinic space, care moments — is now used as the primary design element, not background decoration. It does the work it was made for.
No other chiropractic or wellness practice in Singapore has a website that looks like this. The design establishes a clear visual identity that is recognisably and uniquely theirs.
The new design embodies the values of the practice itself: unhurried, precise, warm, intentional. A patient encountering the site for the first time experiences the brand before they experience the clinic.
All designs are coded in clean HTML/CSS and documented for implementation in Squarespace. Fonts, colours, spacing, and layout structures are all specified precisely.