Parallel Health.
Product narrative, marketing site, and a design system for a clinical operations SaaS moving from pilot customers to category leadership.
- Engagement
- 20 weeks
- Year
- 2024
- Scope
- Narrative · Web · Design system
The brief
Parallel was winning deals on product, then losing them on story. Buyers heard "another clinical tool" where they needed to hear "operational backbone." We were brought in to re-frame the product and ship the surfaces that carry that frame.
Over 20 weeks we worked directly with the CEO, head of product, and marketing lead — through customer interviews, narrative, site, and a design system the product team now extends on their own.
What we made
A message, a site, and a system — designed to move together, not in sequence.
-
01
Product narrative
A re-framing document used internally for sales, and externally for recruiting, fundraising, and press.
-
02
Marketing site
Next.js site with a content model built around customer stories, category education, and product depth.
-
03
Design system
Tokens, components, and docs shipped into the product repo. Now extended by two internal product designers.
-
04
Sales enablement
Deck, one-pagers, and a demo script — all built from the same visual and editorial system as the site.
The narrative changed how we sell and how we build. Six months in, every new feature ships inside the same story.
Results
Measured over the two quarters following launch.