A 7-in-1 home minilab — one device that measures seven lab values from a drop of blood. The launch site takes a clinical medical product and reframes it as modern, lifestyle health-tech: more sports-watch than hospital, built to turn curiosity into a sale.
HOMEMED is a 7-in-1 multimeter: blood glucose, β-ketone, lactate, uric acid, total cholesterol, triglyceride and haemoglobin, each read with its own test strip. Nothing quite like it exists on the market — so the site isn't selling against competitors, it's introducing a category. The job was the brand's web home for that launch.
The device never sells on this site directly — homemed.hu exists to make people understand it, want it, and click through to the webshop. So every page is built around one movement: explain the product clearly enough that a visitor leans in, then hand them off to buy.
There was no brand book — only a logo. That gap was the opportunity: I set the art direction from scratch, deliberately pulling the product away from the clinical, hospital look of the category and toward the confident, modern feel of premium lifestyle and fitness tech.
Selling a brand-new kind of product is hard three ways at once: people don't know they need it, the obvious visual language makes it look clinical and dull, and several very different audiences each need a different reason to care.
With no established category, demand is latent. The site has to create the want — show people a reason to measure themselves they hadn't considered — not just satisfy an existing search.
Default "medical device" styling is cold and forgettable. For a lifestyle audience it had to feel aspirational — closer to a fitness wearable than a glucometer.
Athletes, dieters, iron-deficient women and people managing metabolic syndrome all buy the same device for completely different reasons — and each needs its own entry point.
Give a clinical device a confident, lifestyle identity, and build a site that explains a brand-new category clearly enough to turn latent curiosity into a click to buy.
The brief named a lifestyle-led mainstream and a health-led secondary audience. Rather than average them into one grey message, the site gives each its own landing page with its own argument — and shows only the measurements that matter to them.
“One device, four audiences. The site's job was to let each one feel the product was built for them.”
The direction takes its cue from premium sports-tech — think a fitness watch's product page, not a pharmacy shelf. Deep obsidian heroes with lifestyle imagery and the device packshot, cut against clean daylight content, with a cool steel-blue carrying every call-to-action.
Hero and CTA bands go obsidian with lifestyle photography and a spotlit packshot — the device reads as a desirable object, not a disposable.
The explaining — what it measures, how it works, who it's for — happens on bright, airy sections, so dense health content stays effortless to read.
A single cool steel-blue marks every action, from "add to cart" to "learn more," so the path to the webshop is always the same colour.
The same obsidian-and-steel language carries the whole site — the homepage, the "what can I measure" system, the campaign landing pages and news. Each frame below is the complete page; scroll inside it.
Homepage A lifestyle hero with the packshot and headline, the seven measurements, the arguments, audiences and a push to the shop.
Mit mérhetek The "what can I measure" overview — all seven lab values laid out as a browsable system, each a doorway to its own page.
Parameter page A single value explained — what it is, why it matters, and what normal, high and low mean — in one repeatable template.
News An editorial feed that keeps the launch alive and gives campaigns somewhere to land content.
The heart of the site is education: seven lab values, each needing its own explainer. The content differs wildly, so I built one visual template that holds any of them — what the value is, why you'd track it, and how to read the result — so a reader always knows where to look.
A plain-language definition opens every page, so a newcomer grasps the parameter before any numbers appear.
The reason to care — tied to training, weight, energy or long-term health — turns a lab figure into a personal signal.
A consistent reference block shows the healthy range and what a reading above or below it means, with the matching test-strip packshot alongside.
Every page closes on the same steel call-to-action — the device and the right strips are one click away.
Paid campaigns can't point four different people at one generic homepage. Each priority audience gets its own landing page — same structure, different argument, imagery and a tailored "recommended package" of test strips — then funnels straight to the webshop.
Audience landing The athlete funnel — a performance-led hero, only the relevant measurements, a recommended strip package and a direct route to buy.
Usage guide A text-heavy manual turned into a clear, visual walk-through of calibration and sampling — reassurance that the device is simple to live with.
One landing template, re-skinned per audience — fast to extend to the next campaign without redesigning the funnel each time.
Because the site never sells directly, every page is engineered to end in the same place: a confident hand-off to the webshop.
A complete brand-led launch site that repositions a clinical device as desirable lifestyle tech, explains a brand-new category, and routes four distinct audiences toward one goal: the webshop.
Took a medical device out of the clinical bracket and gave it a modern, lifestyle identity that an athlete or a dieter actually wants to be seen with.
Turned seven unfamiliar lab values into one clear, repeatable explainer system that teaches without overwhelming.
Audience funnels and a single, consistent call-to-action channel latent curiosity straight to the webshop.