Cleverley + Associates
Cleverley + Associates is a financial consulting group that helps hospitals navigate the increasingly complex world of pricing strategy and price transparency.
Our client wanted to know
How do we show off our expertise to clients in a way that fits with our warm culture?
Cleverley + Associates chose to work with ZoCo because our proposal was the only one they reviewed that started the redesign through customer research first, before touching design or technology decisions.
Our strategy sessions and customer interviews revealed a key tension.
Internally, stakeholders believed the company’s greatest differentiator was its deeply relational culture. They believed clients trust Cleverley + Associates because of the people behind the work — and naturally, the team wanted that warmth and partnership reflected online. But when we interviewed longstanding customers, a different story emerged. While they love their relationships with Cleverley + Associates, they care more about deep industry expertise, a clear articulation of services, and proof of their regulatory influence.
Customer decision-making shaped the website strategy and design
Research gave us permission to re-prioritize the experience around clarity, proof, and confidence, without losing the humanity that existing clients loved. This looked like:
- Leading with services rather than brand language
- Clarifying the information architecture
- Elevating CMS expertise, proprietary methods, and data breadth
- Using design—not copy alone—to convey warmth
The brand evolved to emphasize both the warmth and expertise of Cleverley + Associates.
Grid-based layouts and data-inspired visuals communicate precision, while expressive line work and warm photography reflect the people behind the expertise.
The real transformation came from helping Cleverley + Associates see themselves through the eyes of their customers, proving that a research-led approach to design drives smarter outcomes without requiring a bigger investment.
The perfect mix of personality and polish.
What we delivered to Cleverley + Associates:
Heuristic Analysis
Style Tiles
Qualitative Customer Interviews
Website Redesign
Strategic Recommendations
Design System
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