Universal Care Groups | Health and Tax Solutions Provider

The Design Process

Universal Care Groups faced the challenge of presenting their dual-division structure in a way that clearly articulated the distinct value propositions of each division while preserving a cohesive brand narrative. Without an integrated strategy, there was a risk of brand fragmentation, which could dilute the impact of their message and reduce engagement from their target audiences.

Design Process: Harmonizing Dual Divisions

To address this challenge, I began by creating a holistic visual framework for Universal Care Groups. This involved:

Designing a parent brand identity that encapsulated the company’s vision of health, financial security, and community impact.
Developing distinct but complementary visual and functional elements for the Health Division (Universal Care Benefits) and the Tax Division (Universal Tax Credit).
Aligning typography, color palettes, and layouts across the website to ensure a consistent user experience while allowing for division-specific branding.

The result was a design system that allowed the two divisions to shine individually while reinforcing the larger Universal Care Groups narrative.

Research: Learning from the Industry

Through extensive research, I analyzed competitors in both the health benefits and tax credit sectors. This included a deep dive into user behavior patterns, industry best practices, and emerging design trends. Interviews with key stakeholders provided insight into the priorities of employers, employees, and self-employed individuals—the primary target audiences.

This research informed key design decisions, such as:

Prioritizing accessibility and readability to appeal to professional audiences.
Emphasizing trustworthiness and expertise through clean, structured layouts and a professional tone.

User Personas: Defining the Audience

To create a design that truly resonated, I developed two core user personas:

HR managers and business owners seeking solutions to improve employee well-being and reduce operational costs.
Self-employed professionals and small businesses aiming to maximize tax savings and optimize financial strategies.

These personas shaped the navigation and content structure of the website, ensuring users could intuitively find solutions tailored to their needs.

Wireframing and Prototyping: Structuring the Experience

In this phase, I built wireframes that mapped the user journey across the Universal Care Groups website and its division-specific pages. The focus was on:

Creating clear pathways for users to explore the Health and Tax divisions while maintaining brand consistency.
Designing intuitive call-to-action placements to drive conversions, such as scheduling consultations or exploring resources.
Testing prototypes with stakeholders to refine functionality and visual alignment with the company’s goals.

What I Learned

This project taught me the importance of creating a unified brand system that accommodates distinct sub-brands without losing sight of the parent company’s overarching identity. By deeply understanding the unique needs of each division and their audiences, I was able to craft a design that communicates clarity, trust, and impact. Balancing consistency with flexibility was critical to ensuring the brand remained cohesive while allowing each division to thrive. This experience reinforced my ability to manage complex branding projects and deliver solutions that resonate across diverse user groups.

Crafting a unified and impactful brand identity for Universal Care Groups, a company with dual divisions focused on health and tax solutions. The goal was to design a cohesive online presence that reflects their commitment to well-being, financial empowerment, and community impact.