A complete rebrand and website redesign drove a 5x surge in organic search visibility and 5x total traffic growth, while unlocking eLearning as a net-new revenue channel—giving Merigold the digital presence to match the imaging strategy leaders they’ve always been.
500%
Growth in total traffic within the first 90 days post-launch.
5x
Increase in organic search, reflecting the SEO foundation and newpage structure
+1
eLearning went from zero to an active commerce channel — shop, cart, and checkout pages, driving initial sales.
Rebrand
A new brand identity system that reflects the imaging strategy leaders that Merigold has always been.
Project overview
Background
Merigold’s consulting practice was growing on referrals alone, with zero active marketing. But the company was simultaneously launching Bloom, an AI-powered document generation platform, and an eLearning library for imaging trial teams. Neither of those markets runs on referrals.
Issues to solve
- The site read as a document shop. They were branching out into two different product types, and each segment needed separate entry points — the site told only one story, and the wrong one.
- All business was referral-based. No lead capture, no HubSpot, no visibility into who was visiting or why.
- Three buyers, three different journeys. iCROs, pharma sponsors, and clinical sites each evaluate Merigold on different terms.
- eLearning needed a transaction and delivery path. The site lacked an LMS and payment processing. Buyers wouldn’t be able to purchase without a sales call.
- The brand signaled document writers. Merigold needed to read as a tech-enabled imaging leader, not a writing shop.
Our Solution
We ran discovery workshops to map the three buyer journeys and the brand positioning shift, then rebuilt the site with buyer-aware navigation, eLearning ecommerce, HubSpot lead infrastructure, and design that signals a tech-forward consultancy.
The discovery workshops and strategy that found a positioning problem, not a website problem
Merigold came in thinking they needed a website refresh. The discovery workshops surfaced something the brief didn’t name: this was a business model change, not a design problem. A company launching SaaS software and online training to new buyer segments looks nothing like a referral-only consulting shop — and the website had to reflect that difference.
The workshops mapped three buyer types with almost nothing in common: — iCROs under deadline pressure afraid of losing a contract, pharma sponsors evaluating vendors, clinical site teams shopping for training. Each one self-selects differently. That difference shaped every navigation decision, page structure, and message that followed.
A homepage that earns credibility before the buyer has read a word
Merigold’s buyers are skeptical and time-pressed. A pharma sponsor who’s been burned by underqualified vendors, an iCRO comparing three consultancies simultaneously — neither gives a website long to make its case. The design signals immediately that this is a company running imaging trials at the highest level, not a writing shop that stumbled into technology.
Clean, confident layout. Imagery and typography that reads premium without chasing trends. The hero establishes the positioning; below it, the three service lines present as distinct offerings rather than a service list.
Three service lines, one site that doesn’t make buyers choose between them
The navigation problem wasn’t just complexity — Consulting, Bloom, and eLearning attract different people at different stages making different decisions. Putting all three under one homepage without structure forces visitors to figure out which part of Merigold applies to them before they’ve understood why Merigold matters.
The site gives each offering a clear entry point and its own path. iCROs follow one thread. Pharma sponsors evaluating Bloom follow another. Clinical site teams shopping for training land directly in the eLearning catalog. The architecture does the qualifying work before the buyer has had to read much of anything.
A purchase flow that turned eLearning into a real revenue channel
Merigold had training content that could generate revenue but no infrastructure to sell it. LearnDash with Stripe makes the eLearning library a self-service product: buyers find a course, evaluate it, and purchase without a sales call.
A clinical site coordinator, an iCRO manager looking to upskill a team, a pharma sponsor trying to understand RECIST 1.1 before engaging an iCRO — all of them can now transact independently, at any hour, without Merigold’s team involved.
The marketing infrastructure Merigold never had
A referral business doesn’t need to track leads. A company launching SaaS and eLearning into new markets does. HubSpot integrated with every form means Merigold now knows who’s visiting, what they care about, and where they drop off — for the first time.
That data becomes the foundation for the digital marketing retainer that follows the launch: SEO to reach buyers who don’t know Merigold yet, content and campaigns that warm them before they ever pick up a phone.
A brand that signals tech-enabled leader, not document writer
Merigold’s positioning was slipping: the market saw them as medical writers. They weren’t — they were imaging consultants who built software and trained clinical trial teams. A dated visual identity and copy that leaned on “documents” and “deliverables” reinforced the wrong read.
The design refresh moved Merigold onto a different shelf. The creative direction reflects a company that commands the imaging side of clinical trials from strategy through execution — and now builds tools and training to extend that expertise beyond the teams they can consult directly.
Brand Palette
Typography
Brand Architecture
Brand Identity System
The identity system gave each offering its own custom mark — Bloom, eLearning, and Services each carry a distinct visual identity under the Merigold umbrella, so each can stand independently in a campaign or presentation without fragmenting the parent brand.
Project Outcomes
Merigold launched with a site that can run three businesses at once — each with its own buyer path, its own conversion flow, and for the first time, a shared infrastructure for tracking and growing them all.
A consultancy that finally reads like one
The shift from “document writers” to imaging strategy leaders is now visible in the design, messaging, and the products the site presents. The brand matches where the company actually is.
eLearning that sells without a sales call
LearnDash and Stripe turned the training library into a self-service product. A buyer anywhere in the world can find a course, evaluate it, and purchase — without Merigold’s team in the loop.
Three buyer paths, no dead ends
iCROs, pharma sponsors, and clinical sites each have a clear entry point and a journey built around how they actually evaluate and buy. No one lands on a homepage that wasn’t built for them.
The first pipeline infrastructure the business has ever had
HubSpot, GA4, and a digital marketing retainer gave Merigold the foundation to build beyond referrals — visibility into who’s visiting, what they care about, and a system to convert interest into leads.