Joining forces with healthcare experts Fabric for a solutions-focused Webflow site
Fabric Health is making the entire process of getting and giving healthcare easier for everyone, from patients to providers. On the cusp of introducing a whole slew of new products to market, we helped them polish up their image and launch a complex, messaging-heavy site within a super-quick timeline—just 93 days, start to finish. That’s fast, but working with the Fabric team made it a pleasure.
Size: ∽ 450 employees
Industry: Healthcare Technology
Following a series of acquisitions and a rebrand, Fabric needed a unified messaging platform that reflected its innovative approach to end-to-end care enablement. It also delivered more digestible information to users faster while increasing engagement with gated content.
We worked very closely and collaboratively with their team to develop a website that brings the full weight of their solutions to the forefront, blending updated visuals and benefit-led content with an intuitive user experience.
Creative synergy in action
We didn’t just work with Fabric; we pretty much assimilated into their team for fast-paced, intense collaboration. Tackling 28 pages, we split the workload: the EA writing staff managed pages with existing content, while Fabric’s team handled new product pages. Process-wise, we exchanged edits and wrapped everything in just 12 days over the holiday season.
Answering questions, delivering solutions
Fabric’s new website cuts to the chase, succinctly delivering insight into who the company is and, more importantly, how it can help alleviate strain across the healthcare sector by “creating capacity to care.”
A hopeful, empathetic perspective
Fabric’s intense focus on improving healthcare without disrupting care is what sets them apart. Where competitors want to overhaul existing processes, Fabric’s solutions fit right in. We centered the site around this notion, with everything from the content to the color scheme, hover states, and overall design emphasizing Fabric’s forward-thinking approach and reinforcing its dedication to solving real-world problems in healthcare.
“EA's process has been sharpened to the point of taking an eye out, yet a core tenet of their approach is flexibility to fit their client's needs. Our needs and timeline were complex enough that we had similar-sized agencies warn against it. Edgar Allan said, ‘Hold my beer.” Whether it was early executive involvement, live working sessions, high-touch project management, or simply deep team knowledge and expertise, this entire process was a delight.”
Trevor Stansberry, Senior Marketing Manager, Fabric
One story boldly told
Fabric had a clear idea of how they wanted to represent themselves online, providing our Content and UX Designers with a library’s worth of content to reference.
Our task? To refine years worth of complex, wide-ranging content into benefit-driven copy that captures the essence of Fabric’s expanding product line. We focused on telling the story in a way that showcased each product in its best light.
We kicked off content production by establishing page structures and laying the foundation for a cohesive layout. From there, we merged with Fabric’s team to share the workload, define a tone of voice that focuses on solutions, and create high-impact copy that highlights their healthcare expertise.
The result is a message that’s professional and optimistic, with enough detail to interest healthcare leaders but packaged into an experience that’s much easier to digest.
Putting the meat on already strong bones
Fabric’s rebrand provided a strong, clean, and minimal foundation for us to build upon, with tasteful touches of color that inspired our approach to expanding their visual universe.
We used animations and micro-interactions strategically to enhance their branding, adding moments of interest and emphasis while preserving the brand’s polished and uncluttered aesthetic.
To ensure scalability and consistency, we developed a comprehensive design system of reusable components that balanced clear communication with engaging visuals.
For instance, the navigation system we created successfully handled multiple levels of hierarchy and complexity by seamlessly integrating clarity and visual interest.
Every design element, from the smallest hover state to the largest component, was crafted to prioritize user clarity while maintaining an engaging and cohesive brand experience.
The result is a website that’s functional, intuitive, and visually compelling, perfectly aligned with Fabric’s brand identity.
Strong partnership makes it all better
Fabric is the kind of client we love working with.
Their enthusiasm and engagement were key to creating a fully scalable website that reflects who they are today and sets the stage for their continued growth. Happy they were here to hold our beer, TBH. The pleasure was mutual.
