AWCWI

An animal hospital website that feels warm and caring, not like another template

Animal Wellness Center is an animal hospital chain with five clinics across Wisconsin.The client wanted a website that felt warm and caring, not like the usual clinic template. We explored a very wide range of design directions to get there, then designed and built the site in Framer around the client’s own black and white photography.

Black and white photos that don’t feel heavy


The client is a photographer and shot a large set of journalistic, action-led black and white images. Used carelessly, black and white can feel somber, which is the last thing a place people bring their pets should feel like. We paired those images with muted color photos and balanced them with the layouts, so the site stays warm.

Colors that match the clinic and guide the eye

Maroon, cream and beige carry the clinics’ in-person brand language onto the website, so visitors get the same look online as at the front desk. The warm neutrals work as backgrounds, while the maroon draws your eye to buttons.

Booking from any page

A “Book an appointment” button sits in the navigation. On desktop, hovering opens a list of the centers, and on mobile a tap does the same. Choosing a center opens its location page. The client’s booking widget is integrated in the site so that the user never has to leave the site to book an appointment.

Real people at every location

Each clinic has its own page, and the site also covers its staff, corporate team and leadership. Visitors can see that real and caring people stand behind every clinic.

A large CMS collection of doctors and support staff drives the team pages, cards and filters, including filters with multiple conditions. When someone joins, the team fills in a short questionnaire and adds their bio, and the cards keep a consistent layout.