Direct2Care is a healthcare organization focused on delivering accessible, patient-centered virtual healthcare to underserved communities.

Responsibilities: Web design, Framer development, Brand refinement

Direct2Care provides a virtual healthcare benefit for franchise and business owners supporting hourly teams. They serve QSR, hospitality, logistics, and trades, with clients including Chick-fil-A and McDonald’s franchisees.

I worked on this project in collaboration with RevSpark. While positioning and messaging were developed collaboratively, I led the visual design, UI systems, and the full Framer build.

At the time, Direct2Care had real traction. Sales were working. Referrals were coming in. But the website was not reinforcing the quality of those conversations.

Direct2Care operates in a healthcare-adjacent space. Prospects frequently assumed they were selling insurance. The sales team was spending valuable time correcting misunderstandings that the website should have handled upfront.

Messaging clarity was evolving. My responsibility was to translate that clarity into structure, hierarchy, and interaction.

This was not a cosmetic refresh. It required rethinking how the homepage and interior pages guide executive buyers from confusion to understanding.

As Derek put it:

Rebecca drafted the initial narrative direction to shape story flow. I translated that into structural layouts. From there, we iterated as a team.

Sections were trimmed, moved, reordered, and pressure-tested in live sessions with Derek.

My focus was:

Section hierarchy

Executive scanning patterns

Proof placement

Contextual CTA integration

Visual pacing across the page

Conversion decisions were negotiated as a team, but I was responsible for how those decisions manifested in layout and interaction.

The goal was simple: a franchise operator should understand what Direct2Care is, who it’s for, and why it matters before booking a call.

Derek wanted to retain the existing logo and core brand elements. The challenge was to modernize within constraints.

The new site emphasizes clarity, hierarchy, and specificity.

Tighter messaging structure

Clear industry positioning

Stronger product framing

Balanced light and dark system for improved readability

Component-driven layout for consistency

View the staged website.

The previous site reflected an earlier stage of the business.

Broader enterprise language

Less defined hierarchy

Limited social proof

Lower product visibility

Outdated styling

As Derek put it:

I migrated the site from WordPress to Framer and handled the full build.

This allowed for:

Faster iteration

Cleaner architecture

Page-level scalability

Easier internal updates

The relaunch happened ahead of a major conference where Direct2Care. The visual presence needed to match the level of conversation happening in that room.

The site now functions as a sales enabler.

Prospects land on the homepage and quickly understand:

This is not insurance

This is built for franchise operators

This is credible

Internally, the modular system supports continued expansion without friction.

"Adam was amazing to work with from start to finish. He handled both design and build in Framer, helping us create a site that looks great and is easy to manage. His process made everything simple and collaborative, and he always explained the “why” behind each decision. The final result perfectly reflects our brand and has already made a strong impression with our clients. We couldn’t be happier and highly recommend him for anyone wanting a clean, professional website."

Derek Kinzer President, Direct2Care