Case study / 22
Cumberland.
Clearer paths to care and careers: desktop and mobile landing pages for patient information and recruitment.
01 / Project context
Give each audience a clear route.
Cumberland Pediatric Dentistry and Orthodontics serves families across Middle Tennessee. Its mission connects a welcoming patient experience with a supportive workplace. Patient information and recruitment both need to communicate that character, while answering different questions.
For families considering braces, the questions concern cost, insurance and payment options. For prospective employees, they concern the team, professional development and working environment. The design work addresses these two journeys through dedicated landing pages, each with desktop and mobile layouts.
- Role
- UI design · Visual design · Responsive layouts
- Scope
- Insurance and self-pay page · Join Our Team page · Desktop and mobile designs
- Credits
- UI and visual design: Hazhin Roshanysefat. Cumberland’s existing identity, photography and supplied content provide the project context.
02 / Patient information
Make affordability information approachable.
The insurance page organises the supplied copy around the questions a family brings to treatment: how costs are determined, which insurance providers participate, and what options exist without insurance. A provider-logo grid gives visitors a recognisable reference within the longer explanation.
Pink and turquoise introduce the subject, while a separate coral section brings attention to self-pay information. Rounded image crops, family photography and curved transitions carry a warm visual tone through the financial content. Booking and location prompts provide the next step towards a conversation with the practice.
03 / Recruitment
Show the workplace behind the care.
The Join Our Team page introduces Cumberland through its people. Team photography leads into employment benefits, including mentorship, compensation and partnership, followed by the practice’s core values. Dedicated vacancy links make the application route visible near the opening.
The desktop design groups benefits and locations into browsable rows. The mobile variant stacks the benefits and introduces a Tennessee relocation section. These content differences give each layout its own emphasis while retaining the same people-focused story and visual language.
04 / Design contribution
Keep the brand familiar as the questions change.
Shared typography, organic shapes and photographic treatments connect the two pages. Their information structures serve different decisions: understanding payment choices and exploring a place to work.
My contribution was the landing-page UI and visual design across four desktop and mobile layouts. The work translates detailed content into distinct page hierarchies, carrying Cumberland’s approachable character from patient communication into recruitment.