natalie clark | design + art direction

Emblem Health Website Redesign

Emblem Health


As Senior Art Director at Critical Mass, I worked closely with the visual and UX designers and content team to redesign the website for Emblem Health, one of the United States’ largest non-profit health plan providers, based in New York state. The original website was in desperate need of a redesign – the brand look was stale, it was difficult to navigate, and the bounce rate was high. We tackled each user journey roadblock with careful consideration, improving on the overall experience through a smartly organized navigation system, content curated specifically for four distinct audiences, and colourful, engaging visuals.