Background

Before the homepage, the team and I spent months establishing Freed's footing in the AI healthcare space. This redesign was the culmination of all of it. Here's a peek behind the scenes of everything we'd been building toward — and how we got there.

Creative Director Nate Eames

Creative Lead Raffy Coletta

Website Developer Meagan Mosser

Motion DesignJoel Velasquez

One of my first projects at Freed was a homepage audit — and what I found set the tone for a lot of what came after. Everything was boxes within boxes, completely flat. Not exactly the vibe you want for an innovative brand in the tech space.

The real challenge? Freed's audience doesn't always identify as tech-savvy. So the design had to signal innovation without isolation.

There was also a bigger strategic question underneath it all: as AI grows and the healthcare space gets more crowded, what does Freed actually stand for? The homepage was at the forefront to start answering that.

---

Part of establishing where we wanted to go was sitting down with Nate to put into words exactly the feelings we want every brand experience to evoke. What came out of that became our north star — the standard every design decision gets held up to.

Minding the gap

From there, we got to work — pulling A LOT of references and inspiration. Competitors, brands we admired, anything that felt relevant. We were looking for gaps we could fill, nuances worth stealing, and what actually made the best executions land.

We’re just getting started

In the end, we created something distinct. Leaning into glass morphism, depth, and texture to build a sense of dimension. Adding delight without tipping into juvenile — from the selection of our new brand font to hand-drawn annotations that keep it feeling human amid the technology — all rooted in intention. Check out the full experience at www.getfreed.ai.