Himedi
Longevity Rebrand
Himedi had been selling a luxury concierge alongside its checkups. By summer 2026, our customers had already planned their trips to Korea. They just needed a reason to book through Himedi, so I rebuilt the brand and the whole website around that.
- Conversion, 7 wks after launch
- +65%
- Placed through the new builder
- Every order
The shift
MVP 6.0 added a luxury concierge to the checkup marketplace, with serif headlines, warm neutrals and a team that planned whole trips for travelers spending $10,000 or more. Then the company stepped back from the concierge, and the site had to serve customers who already had their trip planned and just wanted a checkup in Korea.
That changed what the whole site had to do. I rebuilt every page in the new identity, and the homepage needed the most work.
The same hero, eight months apart.
The one question
Someone with a trip already planned asks one thing: why book through Himedi instead of calling the clinic? Before I designed a single section, I wrote the answer down as three reasons, in the order I expected people to weigh them.
- 01
The clinic’s price, or less
Never more than booking direct, and typically about 10% less.
- 02
Built around you
Packages curated for Western patients, in combinations the clinics don’t sell direct.
- 03
Booked, translated, handled
English end to end, and one team coordinating the visit.
On the live site, each diagram draws itself as you scroll.
Designing the homepage
Below the reasons, the page shows what a Korean checkup covers and how it compares with a typical annual physical in the US.
Show what a checkup actually tests
Most Americans picture a checkup as blood pressure and a blood draw. The explorer has a tab for each of six body systems, each showing the tests a Korean checkup covers.
Make the comparison a gesture
The case for a Korean checkup used to take a paragraph. Here it takes a drag: one body, the annual physical on one side and the Himedi checkup on the other.
Give the undecided their own page
The quiz and the tier comparison used to sit on the homepage, getting in the way of visitors ready to book. I moved both to their own pages, and the header links to the two-minute quiz for anyone still deciding.
The brand
The concierge identity was built for luxury. In the brief, our CEO pointed to how longevity competitors like Function Health, Superpower and Whoop talk about their product and mission. I gave the brand a clinical, modern look to match: Inter and DM Sans instead of serifs, deep navy backgrounds, and imagery of the clinic, the body and diagnostic scans.
The builder’s three focus areas, Heart, Brain and Cancer, each have a color. Those colors were too light for white button text, so I made a darker version of each that meets accessibility standards. Each focus area’s card and Add button share one color.
Where it is now
MVP 7.0 is the Himedi customers use today. The homepage sends visitors to the checkup builder, and every order placed on himedi.com since launch has gone through it.
In the seven weeks after launch, conversion rose 65% over the seven weeks before, and orders rose 74% on flat traffic. The rebuilt site, the brand and the builder shipped together, so I credit both numbers to the whole release.