Reflecting an Institute’s Vision on the Web

In 2013, Discovery, a South African-based financial services company, founded The Vitality Institute as part of its commitment to advancing social good. Discovery created the Vitality Institute to advance knowledge about the evolving science and art of prevention and health promotion. With five weeks until launch, The Vitality Institute came to Mad*Pow for help envisioning, designing, developing, and launching its first website.

Project Highlights

  • Facilitated half-day workshop to crystallize the website’s scope and strategize phased content development
  • Created fresh visual style with echoes of the existing brand
  • Developed multimedia platform that incorporated video, interactive content, and social media integration

All-Hands-on-Deck Workshop Builds Consensus

Mad*Pow brought together Institute staff to a half-day workshop about website audiences, features, content, and style. At times tactical, the workshop also engaged staff in a discussion of their vision for the Institute and its website. Mad*Pow’s use of preliminary and conceptual wireframes drove the necessary dialogue to build consensus and confirm direction.

Visual Style Grows from Existing Brand Identity

As a new organization with ties to existing brands, it was important to stay true to the vibrant, established Vitality colors. Mad*Pow pulled together a visual style with echoes of the existing brand identity, and used white space and typography to give the site a clean, modern feel. In addition to the website design, Mad*Pow provided assets and direction for the Institute’s social media profiles to ensure a consistent brand experience across Discovery’s website, blog, Twitter, Facebook, LinkedIn, and YouTube channels.

Multi-Layered Design Delivers Flawless Experience

The new website showcased the Institute’s content, whether visual, video, or interactive. Leading thinkers from academia, research, government, and for profit were given prominent real estate to substantiate the Institution’s credentials. A search engine ensured users discovered less prominent content, and integration with their social networks created bridges to ongoing conversations between viewers and the Institute.

An Image Burnished in Five Weeks

The site was unveiled in time for the Institute’s launch event and provided a polished first impression for this new organization as it shapes the global discourse around evidence-based health promotion and disease prevention.


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Vitality Institute
Reflecting an Institute’s Vision on the Web


The Vitality Institute
Amy Cueva Founder and Chief Experience Officer   Contact Amy
Buck Beaudoin SVP, Creative Director   Contact Buck
Jamie Thomson Director, Experience Design   Contact Jamie
David Thomas Creative Director
Bill Lord Senior Creative Technologist   Contact Bill
Jon Mackin Digital Marketing Director   Contact Jon

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