At the time of my work with Curebase, the company operated as a software and services clinical trials platform. The brand needed to establish trust across both offerings while competing in a crowded, credibility-sensitive healthtech market. First impressions mattered, and the website played an outsized role in shaping how the company was perceived. Coming up with a multimedia strategy that would promote the brand using UX/UI, motion design and video production proved to be key in improving engagement and conversions.

Before I took over, the website’s visual quality, branding, and underlying structure significantly undermined confidence in the product and services. Despite strong capabilities, the experience lacked cohesion and polish, and the site was not optimized to perform as a growth or discovery channel. The gap between the quality of the offering and the quality of the brand experience was limiting adoption.

I joined Curebase as a lead web designer and developer and was then promoted to Digital Design Manager, operating as a highly hands-on lead across brand, web, and growth initiatives.

My role combined ownership with execution: I led branding and visual direction while directly producing design, multimedia, and technical improvements across the site. In addition to brand and visual work, I also owned technical SEO and site structure to ensure that improvements in presentation translated into measurable performance.

The work focused on restoring credibility through design while rebuilding the site’s foundation for growth. I led a visual and brand refresh that improved hierarchy, consistency, and clarity across the website, produced multimedia assets that better communicated Curebase’s value, and implemented technical SEO improvements to support crawlability, internal linking, and page performance.

Rather than treating brand and SEO as separate efforts, the goal was to align them so that trust, discoverability, and engagement reinforced one another.As a result of these changes, Curebase experienced a 300% year-over-year increase in organic traffic, reflecting a substantial improvement in search visibility and acquisition. The growth aligned with stronger brand signals at first impression and a healthier technical foundation that allowed content and pages to surface more effectively in search.

Curebase has since rebranded and transitioned to a software-only model. This case study reflects my work during an earlier phase of the company, when elevating brand credibility, multimedia storytelling, and technical SEO foundations played a key role in improving visibility and growth.This project demonstrates how hands-on brand leadership, paired with structural and technical rigor, can directly impact performance. By aligning Curebase’s visual identity with its underlying infrastructure, the website shifted from a liability into a meaningful driver of organic discovery and trust.