Prologica
Website, Brand Repositioning & Social Media Plan
- role
- UX/UI & Web Designer
- year
- 2024
- focus
- Web Design · Brand Repositioning · Social Media
deliverables
- Brand repositioning strategy
- Website UX/UI design
- Social media communication plan
- Blog architecture
- Dynamic careers module
- WordPress / Elementor build
A full digital repositioning for a data-driven healthtech company — turning an outdated, hard-to-maintain website into a breathable, credible platform with a clear blog and a dynamic careers area.
challenge
The previous Prologica website was old, rarely updated and difficult to maintain. It no longer reflected the company's expertise in creating data-based technological solutions for healthcare, and it failed to communicate the brand's maturity or the lightness of its approach.
approach
Worked with the team to reposition the brand without changing the logo, then designed and developed a clean, breathable website. Defined a structured blog area and a dynamic jobs section, and created a social media communication plan to support the new positioning.
outcome
A modern, light and maintainable website that gives Prologica a credible digital presence, with clear content areas and a look and feel where every element lives freely and lightly.
01 Overview
Prologica is a company that creates and implements data-based technological solutions to positively impact healthcare. In 2024, the brand needed a digital presence that matched the sophistication of its work — one that could communicate credibility, clarity and a human-centred use of technology.
The project was developed within TheThrivers and covered brand repositioning, website design and a social media communication plan. The existing logo was preserved, but the way the brand spoke, looked and behaved online was completely rethought.
02 The Challenge
The previous website had become a liability. It was visually dated, technically hard to maintain and no longer represented the company's evolution. Content updates were infrequent, the structure made it difficult to find information, and the overall experience felt heavy at a time when the brand's message was about lightness, precision and positive impact through data.
- An outdated website that no longer reflected the company's maturity
- A difficult-to-maintain platform discouraging regular content updates
- A dense visual experience that contradicted the brand's light, precise positioning
- No clear spaces for thought leadership or talent acquisition
03 The Approach
Brand Repositioning
The repositioning was done without changing the logo, focusing instead on tone, structure and behaviour. Together with the Prologica team, we defined a clearer market position: a technology partner that uses data to improve healthcare, not a generic IT provider. That clarity shaped every decision that followed — from messaging to layout rhythm.
- Defined a sharper positioning around data-driven healthtech solutions
- Preserved the existing logo while evolving the brand's verbal and visual behaviour
- Aligned the digital tone with the company's expertise and values
Website Design & Development
The new website was designed to feel breathable and clean — a place where every element lives freely and lightly. The information architecture was simplified around what users actually need: understanding what Prologica does, exploring its solutions, reading insights and finding career opportunities. The visual language uses generous whitespace, a calm palette and clear typographic hierarchy to support scanning without overwhelming.
- Clean, breathable layouts that reflect the brand's lightness
- Clear hierarchy guiding users through solutions, insights and careers
- Generous whitespace and calm colour system to reduce cognitive load
- Fully responsive experience across all devices
Blog & Dynamic Careers Area
Two key areas were given special attention. The blog was designed as a well-defined editorial space where Prologica can share thought leadership, case insights and industry perspectives. The careers area was built as a dynamic module, making it easy to publish, update and remove opportunities as the team grows — turning recruitment into a living part of the site rather than a static page.
- Dedicated blog architecture for thought leadership and industry content
- Dynamic careers module for easy job publishing and management
- Both areas integrated cleanly into the overall site structure
Social Media Communication Plan
Alongside the website, a social media communication plan was developed to support the new positioning. The plan defined content pillars, tone of voice and a publishing rhythm aligned with Prologica's audiences — healthcare professionals, technology partners and potential talent — ensuring the digital ecosystem worked as a whole.
- Content pillars aligned with business goals and audience needs
- Tone of voice consistent with the repositioned brand
- Publishing rhythm designed for sustained visibility and engagement
04 Technology
The website was built in WordPress using Elementor, chosen to give the internal team autonomy over day-to-day updates. The dynamic careers module and blog were structured so content can be added and managed without technical dependency.
Stack: WordPress · Elementor
- Familiar CMS for the internal team
- Easy content management for blog and careers
- Reduced maintenance overhead compared to the previous platform
05 Brand & Visual System
The visual system was evolved around the existing logo, creating a digital environment that feels calm, precise and human. The goal was to let technology feel approachable and healthcare feel modern.
- Visual Identity — Existing logo preserved; surrounding system refined for clarity and breath.
- Color Palette — Calm, clean tones that support long-form reading and technical credibility.
- Typography — Clear typographic hierarchy for scanning and readability across devices.
06 The Outcome
Prologica now has a digital presence that reflects the quality and ambition of its work. The site is easier to maintain, clearer to navigate and better equipped to support content, recruitment and brand credibility over time.
- A modern, breathable website aligned with the repositioned brand
- Well-defined blog and dynamic careers areas
- A social media plan supporting consistent brand communication
- Greater internal autonomy for content and job management
07 Key Takeaways
- Repositioning doesn't always require a new logo — sometimes the system around it needs to change
- A breathable interface can communicate precision as strongly as dense content can
- Dynamic content areas turn a website from a brochure into a living tool
- Digital and social strategy should be designed as one coherent ecosystem
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