While most healthcare companies leaned on the same formula — smiling doctors over a sea of blue — Arcadia broke the mold. We reimagined the brand and rebuilt the website from the ground up, designing for performance, clarity, and the modern web.
In 2021, Arcadia’s website was limited in scope, with much of its content buried in PDFs and messaging centered around abstract healthcare informatics. As part of the rebrand initiative, I led the site’s data architecture and redevelopment to better showcase Arcadia’s diverse use cases while optimizing for mobile, SEO, and performance.
I oversaw an external agency for the initial redesign and development, while also directing the internal team responsible for content migration. We moved away from a “data as art” motif toward a more illustrative, user-centric design language aligned with the brand’s go-to-market strategy and positioning. After launch, I continued managing the internal team to streamline the CMS backend, enabling more efficient ongoing development as well as documentation, brand asset management using Frontify and Brandfolder.
The site was migrated from WordPress to a custom-built Craft CMS instance, developed using the Bootstrap framework. The new platform includes over 900 pages across 42 reusable template modules, striking a balance between flexibility and brand consistency. The transition delivered major improvements in performance, security, and SEO — driving a 77% increase in search traffic from 2022 to 2024 and generating 25% of all marketing-qualified leads through organic search.
