Proximal members website on an angled tablet

A brand and first real website for Proximal

Clean, confident and human. Not clinical.

CLIENT

Proximal

FIELD

Healthcare benefits (B2B)

SCOPE

Brand voice and guidelines, scalable Webflow website build

PLATFORM

Webflow

SERVICES

Branding

Web Design

Development

Visit Live Site

OVERVIEW

Proximal is a healthcare benefit for serious illness. It guides members to top-ranked, in-network specialists and pays a cash benefit toward the cost. It sells through brokers to employers and health plans. Proximal had a proven product and no real website. We gave it a brand voice, guidelines and a Webflow site built for brokers, employers and members.

THE CHALLENGE

One site, two very different visitors

The main domain sent visitors straight to a member login. Every sales conversation carried the full story alone, with nothing to send after the call.

The site had to serve two audiences. Brokers and employers wanted to know one thing fast: “are these guys real?” Members arrive at the hardest moment of their lives, and need calm guidance to their login. And it all had to be ready for selling season.

Proximal case study card: how a 12,000-employee health plan cut unnecessary ER visits by 30%

Proximal For Members page: Find the specialist your condition calls for

BRAND SYSTEM

The friend who already did the research

We ran a brand-tone session with Proximal’s team. It gave the brand a voice: human, calm, guiding and trustworthy. Not clinical, loud or salesy. No blue-and-white healthcare clichés, and no generic stock photos.

Proximal colour palette, from deep navy to sky blue and white

Proximal typography specimen in Geist and DM Sans

WHAT WE DID

One site, built for every audience

Strategy. We split the sitemap into two paths, For Business and For Members, so each audience finds its way in one click.

Design. We explored two rounds of concepts and worked through direction directly with Proximal’s CEO. The result is plain and memorable, with a calm hero scroll animation.

Build. In Webflow, we built pages for members, brokers, employers and health plans, plus How it works, About, FAQ and Book a demo. Blog and case-study templates let brokers send proof after a call. Reusable components, a native demo form, conversion tracking and a redirect audit round it out.

Discovery

Brand-tone session

Brand guidelines

Sitemap

Web design

Audience pages

Hero scroll animation

Webflow development

Blog + case-study CMS

Demo form

GA4 + GTM tracking

SEO + redirect audit