Standards of Care Website

UX/UI

Logo

Branding

Dev

Standards of Care is the new Plumb’s Pro, rebranded to distinguish its premium clinical content from the drug‑focused material that the Plumb’s brand is known for. The rebrand was carefully executed to give Standards of Care its own identity—creating enough distance from the Plumb’s brand to stand independently, while retaining the credibility and trust the Plumb’s name provides.

New logo and updated branding
The logo and branding were designed to maintain a strong visual connection to Plumb’s.

Human-centered photography
Standards, like the Plumb’s brand, highlights relatable, human‑focused images of doctors using its products. Photos feature a subtle cool tone that ties back to the brand colors, creating a cohesive and custom look.

Leading with clear product representation
Veterinarians understand the clinical content in Standards—they just need to see it in action. Wherever possible, we showcase the product so they can envision how it’ll simplify their work in the clinic.

Optimized demo page for higher conversion
Redesigned the layout to surface the form above the fold using a two‑column structure, ensuring prospects could take action immediately without losing sight of the core value messaging.

Maximized conversion momentum after form submission
Rather than redirecting users, the page replaces the form with the demo video and a subscription CTA, creating an immediate next step toward deeper engagement.

Captured mid-funnel interest with animated product teaser
For visitors who scrolled past the form, we introduced an animated product preview below the fold. The subtle CSS animation simulates viewing a real page in the product, reinforcing credibility and re‑engaging hesitant prospects.

40% increase in graduate program signups with high-impact two‑column page redesign

40% lift in graduate program signups
Building on insights from the demo page, we implemented the same high‑performing two‑column structure to pair strong messaging with a streamlined form. The reduced friction and clearer value hierarchy led to a 40% increase in conversions.

Simple pricing, clear choices
The Standards pricing page presents 3 plans, dynamically highlighting the premium Practice Plan for teams of 3 or more. Users with 31+ seats are offered custom plans. Vet students get a free plan, while users seeking only the drug reference are directed to Plumb’s pricing via a dedicated CTA.

See how Instinct’s playful brand powers real leads

All content on this page is for illustrative purposes only, showcasing design work on the Standards of Care website. It is not intended as veterinary or medical guidance. Screenshots may contain outdated information, as the website and app are continually updated, and pricing is subject to change.