A health consultancy’s whole website and brand.

HMC helps health systems get information from local clinics to the people making national decisions, without losing it on the way. A company that sells that can’t have a website it can’t even update itself.

So the website itself had to show that HMC can do what it promises.

There was no team, and one clear condition: at the end of the project, the client had to be able to write, publish and own everything on their own.

So the domain, the email and every account were in their name from the start.

Before designing anything, I worked out who the site talks to — ministries, national laboratories, donors, international organisations — and what each of them needs to see to trust HMC.

The brief was only half written, so this step turned it into a clear list of what the site needed.

Every section of the site, and its order, came from that list.

A logo manual gives you five colours and two typeface names. It doesn’t tell you how big headings are, how to use the colours, how much space to leave, or how the company sounds. I defined all of that and delivered it as a design system — a set of rules and ready-made pieces — so every new page stays consistent with the rest.

One of those rules: the logo’s typeface is used only in the logo.

A one-page website you scroll through, in English and Spanish, with a CMS — an editor where the client writes and publishes on their own. Behind it: the domain, the company email and the code, all in HMC’s name from day one, plus hidden labels in the code so search engines and AI assistants describe the company correctly.

We closed the project with everything in HMC’s hands, ready for their team to keep going.

The project grew four times in three months, each time because we understood the client better, not because more was sold: the CMS on the first night, the accounts in their name, a team page with names and photos, and a section to keep publishing.

Then it went the other way: the page’s twelve sections are being cut down to ten, to make it shorter.

Shortening it doesn’t remove anything search engines rely on.

The page ends with Insights, a section where HMC publishes what it learns working with health systems. The first three articles went up in September, and HMC’s team keeps publishing new ones.

That is the real delivery: a site that keeps growing in their hands.