HOMEMED is a 7-in-1 home minilab: one device that measures seven lab values from a drop of blood. We created its art direction from a logo alone and designed the launch site for the agency Contento, reframing a clinical product as modern health-tech, closer to a sports watch than a hospital, built to turn curiosity into a click to buy.
HOMEMED measures blood glucose, β-ketone, lactate, uric acid, total cholesterol, triglyceride and haemoglobin, each with its own test strip. Nothing quite like it exists, so the site isn’t selling against competitors. It’s introducing a category.
The device doesn’t sell on this site directly. homemed.hu exists to make people understand it, want it and click through to the webshop. And there was no brand book, only a logo.
One device, four audiences. The site’s job was to let each one feel the product was built for them.
Hard three ways at once
We set the art direction from scratch, pulling the product away from the clinical look of its category toward premium lifestyle and fitness tech, then designed the site structure, the landing pages and every screen for the client’s WordPress build.
What we owned
Who it’s for
For a lifestyle audience, clinical styling looks dull and disposable.
Options considered
The category’s usual clinical look, or premium sports-tech cues.
The choice
Obsidian heroes with lifestyle photography and a spotlit packshot, against clean daylight content, with one cool steel-blue for every action.
Trade-off accepted
A bolder look than the category expects, so the device reads as a desirable object.
Paid campaigns can’t send four different people to one generic homepage.
Options considered
One message for everyone, or a landing page per audience.
The choice
The same landing template re-told per audience, with only the relevant measurements and a recommended test-strip package.
Trade-off accepted
More pages to maintain, but quick to extend to the next campaign without redesigning the funnel.
Seven lab values each need an explainer, and the content differs wildly.
Options considered
Bespoke pages per value, or one repeatable structure.
The choice
Every value page follows the same order: what it is, why it’s worth knowing, normal, high and low, then buy.
Trade-off accepted
Less freedom per page, in exchange for a reader who always knows where to look.
The site never sells directly, so every page has to end somewhere useful.
Options considered
Soft, optional links to the shop, or a single consistent hand-off.
The choice
Every page closes on the same steel call to action to the webshop, with the device and the right strips one click away.
Trade-off accepted
A more commercial rhythm, kept calm by the light, educational sections around it.
A clinical device now has a modern, lifestyle identity that an athlete or a dieter wants to be seen with. Seven unfamiliar lab values became one clear explainer system, and every audience has its own way in, all leading to the same place: the webshop.
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