Lana M. Ugurtas

Background: AbilityLab, formerly known as RIC (Rehabilitation Institute of Chicago) is a rehabilitation hospital in Chicago that underwent a rebrand and a rename.

The Ask: Create a digital product that reflects the new branding

Problem: Creating a digital experience that will represent the new brand, the new hospital and AbilityLab’s medical expertise across numerous audiences.

Insight: The culture of AbilityLab is a maker one. The maker culture is all about creating custom solutions for everyday problems. Since no injury is the same, each patient requires individual attention and a rehabilitation plan. AbilityLab’s employees work hard to find the best possible outcome for their patients.

Strategic Approach: Modular System

Launch a modular digital experience that will continue learning and adapting as it grows that reflects AbilityLab’s ethos by matching online and offline experience that is contextual to patients needs through elevation of AbilityLab’s content by providing multiple entry points and consumption methods

Creative Solution:

A modular system that adapts to each unique user based on their needs

Process: Brand Audit, Facility Tours, Stakeholder Interviews, Audience Research, Category Research