The Global Alliance for Patient Access
A modern website redesign that gives GAfPA a cleaner, stronger digital presence built for growth.
The Challenge
GAfPA had outgrown its previous website. The organization had expanded its reach and audience over time, but the site no longer reflected that growth. It felt outdated, lacked a strong modern presence, felt local instead of global, and made it difficult for users to quickly understand the organization’s work or find the right content.
The site also created challenges behind the scenes. Navigation was not built to scale; resources were difficult to browse, and the overall experience was harder to manage than it needed to be. GAfPA needed a website that felt more modern, made information easier to access, and gave the team a stronger foundation for future growth.
The Solution
New Target partnered with GAfPA on a full website redesign and development project focused on modernization, usability, and scalability. The goal was to create a cleaner, stronger digital presence that better represented the organization and made the site easier for both users and internal teams to navigate.
We rethought the experience from the ground up, from sitemap planning and page structure to visual direction and content flow. The new site was designed to communicate value more clearly, improve access to resources, and support a growing body of content with a more flexible structure.
Website Design
The design direction centered on creating a website that felt clean, polished, and current. Early in the process, we developed style tiles to define the visual system, including colors, typography, and icons, and worked closely with the client to align on an overall look and feel. A key priority throughout the design phase was using imagery that conveyed confidence, warmth, action, and patient empowerment.
We focused heavily on the homepage experience, creating a layout that communicates impact quickly and guides users into the most important areas of the site. Features like the dynamic stats block help break up content and highlight key information at a glance. Using this as a foundation, we pushed the overall design system across every page for cohesion, adapting to create new elements, and reinforcing interactive behaviors.
Development
Once the design direction was approved, our in-house development team brought the new experience to life in WordPress. The site was built with flexibility and ease of use in mind, giving GAfPA a more manageable platform and a structure that can support future updates and expansion.
Key development highlights included a simplified main navigation and footer, a sign-up form for GAfPA updates in the pre-footer, dynamic logo functionality on the About page, and a “Latest from the Team” section featuring recent LinkedIn posts. One of the most impactful features was the redesigned Resources page, which allows users to filter content by Type, Policy Issue, and Therapeutic Area for a much more intuitive browsing experience.
Collaboration
The project was highly collaborative from start to finish. We began with a kickoff call and discovery process, then gathered the core materials needed to move forward strategically, including brand guidelines, imagery, video assets, Google Analytics, and WordPress access. From there, we built a detailed project plan and timeline, followed by sitemap recommendations and design exploration.
As the project progressed, we worked closely with the GAfPA team to gather feedback, refine key page designs, and ensure the final site aligned with both their goals and their brand. During design, this also included creating sections for future use such as events — which would be toggled on and off. Or making sure there were solutions for their ever-expanding resources topics to ensure visitors could access all topics and as the section grew, it would still be easily reached without overwhelming. After development, our QA team thoroughly tested the site before launching, and we wrapped the engagement with a WordPress training session, so the client felt confident managing the site moving forward.
Results & Impact
The new GAfPA website delivers a stronger first impression and a significantly improved user experience. The design feels more modern, the navigation is clearer, and important content is easier to find. With a more intentional homepage, better resource filtering, and a cleaner site structure overall, the website is now better equipped to support a wide range of audiences.
Just as importantly, the new site gives GAfPA room to grow. With a more scalable structure and a smoother content management experience, the organization now has a digital platform that is easier to maintain and better suited for future needs. The result is a website that looks stronger, works harder, and sets the team up for what comes next.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow
From search engine marketing strategies to social management to campaign activations and monitoring, we create bespoke digital marketing strategies for your audience.
With AI search, chatbot solutions, AEO, GEO, and digital PR, we help your brand show up accurately, respond intelligently, and earn trust where today’s users are searching, comparing, and deciding.
