CARB-X
Re-imaginging CARB-X by easing navigation pathways.
How a redesign of brand identity, social media promotion, and website is able to better highlight the initiative of non profit medical research partnership, CARB-X, helping them meet their potential business goals in the process.
Industry: Healthcare, Medicine, Biomedical, Pharmaceutical
Team:
Neharika Sidda (Solo)
Duration:
January - March 2023
Tools:
Figma, Miro, Google Docs, Adobe; Illustrator, After Effects, InDesign
Skills:
User research & synthesis, UX writer, Client-facing presentation
Overview
The Problem
CARB-X’s website identity lacked credibility as it was hard to distinguish the purpose of the site. Much of the website’s content was inadequately communicated and unstructured, in-part due to poor brand identity and lack of clear navigation pathways.
The Solution
Re-think CARB-X’s brand identity; with the design of branding materials & social media platforms, while developing a user-friendly website that will help potential users better understand CARB-X and ease navigation of content.
The Outcome
Building a strong online presence for CARB-X by; creating a cohesive brand identity, evaluating social media platforms, and a full website redesign presented through high-fidelity mockups, developed through secondary research & user testing.
Phase 1 - DISCOVER
About
Combating Antibiotic-Resistant Bacteria Biopharmaceutical Accelerator (CARB-X) is a non-profit global partnership trying to better research antibacterial resistance. CARB-X provides solutions for the diagnosis and treatment of fatal bacterial infections by easing the flow between research, innovation and implementation of products for clinical trials.
CARB-X plays a vital role in furthering studies and research in the field of antibiotic resistance
The aim of my redesign was to be mindful of the target demographic of this site while also making it user-friendly for a wide range of potential users in order for CARB-X’s purpose to be clearly conveyed for those who may want to learn more about such an important initiative.
Phase 1 - DISCOVER
Ideation
To ideate, I began with looking through CARB-X's current website & compiling some commonly used keywords and themes that can go into re-imagining the brand's visual identity.
As a part of this re-design focused on configuring a visual identity, keywords such as 'pipeline', 'DNA', 'bacteria', 'biology', and 'world' stood out as they hold strong & well recognised imagery.
Phase 1 - DISCOVER
Brand Identity
Using the earlier brainstorming, I was able to create a direction for CARB-X's brand identity.
Logo ideation sketches
Final logo & Brand Guidelines:
Motion Graphics
Phase 3 - understand
Social Media
It’s important to understand the breadth of social media platforms when focusing on brand identity. In order to understand the discrete roles different platforms play I used a modified version of the honeycomb model. I created a map to diagramatically show the functionality and characteristics of different platforms that can be integrated to maximize diverse media exposure and optimize engagement.
Platform Analysis
From this analysis of social media platforms, I was able to narrow down the platforms that would best benefit CARB-X's brand reach and garner the most engagement: Linkedin, Twitter, Instagram & General Advertisement (television, bus stops, train stations, etc.)
I began the design of my social media platforms with research of exsisting platforms with similar organisations, mission, and content.
Twitter pages with similar mission statements as CARB-X
Instagram pages with similar content as CARB-X
CARB-X on Social Media
The following are final designs of digital social media platforms with CARB-X's new brand identity.
CARB-X on Linkedin
CARB-X on Twitter
Phase 1 - DISCOVER
Promotional Branding
Another platform covered by my platform analysis map was general advertisement. This covers television ads, and commercial advertisement partnerships such as on busses and trains. This was targeted as a good platform for CARB-X's brand reach as education and awareness is a part of the CARB-X mission and is a potential business goal.
Inspiration
Skytrain Advertising: Translink Transit Police, Vancouver Costal Health, & Douglas College
CARB-X Promotional Advertisement
Phase 3 - understand
Architecture
CARB-X's biggest user problem was the lack of consitency & clarity throughout its pages and website content. By gathering these sections and organising the information, I was able to set the precedent for configuring the re-designed website's information architecture.
By going through the pages and creating rough wireframes & sitemaps, I put together a document with all the sections in the website that I was able to merge in order to configure a sitemap to begin designing the navigation bar.
The document also served as a central area to easily access all the site content which helped me section page content and gauge the amount of content each page would contain.
The result of these processes led to the sitemap below, which informed the organisation of information throughout the site and the design of the navigation bar:
CARB-X Sitemap
Phase 4 - Design
Wireframing
To create the low-fidelity wireframes, my initial sketches were based off of my first-hand experience navigating the CARB-X website and through websites with similar infromation pathways, amount of content, and services.
Inspiration
I also found and incorporated specific features which helped serve CARB-X's information architecture, from websites of reference.
I created low & high fidelity wireframes for the following pages: 'Homepage', 'About', & 'News'. These designs informed the rest of my re-design and served as a point of consistency.
Low-Fidelity
High-Fidelity
Phase 4 - Design
Prototype
Final Website Prototype
Below is the final design of CARB-X's website. This protoype was also tested through code to ensure it was implementable.
© 2025 Neharika Sidda | Made with ♡ in Vancouver, BC
Social Media Analysis