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Bespoke Website with Custom Element

Bionical Emas

A bespoke website with a unique navigation challenge.

Industry / Sector


Services Involved

Bespoke website

Custom element

Logo design

UX design


The Challenge

Bionical Emas are a contract Research Organisation with a unique integrated business model and a range of services and capabilities that benefit many world-leading pharma and biotech companies.

The key challenge for this website was find a way to display their huge range of services in a non-hierarchical way to ensure traffic was driven to their service pages as a priority.


The Solution

We invested time in the discovery phase which included a SWOT analysis, persona creation and website analysis to ensure our decisions were data led and suitable for the target audience. Based upon user data and research we developed a circular ‘navigation wheel’ element, showing off the entire suite of services at a glance. The wheel evolved as it is important that the services are visually pleasing, easy to read but most importantly the services displayed a equal hierarchy. We also developed their visual brand to be more cutting edge and appropriate for the global standing of the organisation this also included a refreshed logo design that demonstrated their 3 sectors.​

Site Page Screenshot Site Page Screenshot Site Page Screenshot

Wheel evolution

We invested a lot of time in developing the navigation wheel – in addition to the challenge of 12 services to display, we had to do it in a way that didn’t imply a hierarchy. Once we had found a workable solution we created a prototype to ensure it was practical. The visual design of the wheel then evolved through many iterations to a solution that worked for the client, told the right story and attracted the users.

Site Image Collage

The Result

We created a bespoke site, made up of flexible building block elements, this means that the client has full control over old and new layouts in an intuitive back end environment. The data made it evident that desktop was the preferred option when browsing the website, however, the website is fully responsive for mobile devices. The client was ecstatic with the result, and it has been launched across the organisation with great feedback. This is an ongoing project with multiple future site developments planned.​


Thank you so much for all of your support and guidance over this last year, we couldn’t have done it without you; it has been a complete joy to learn from and work with such a great team!

Katie Clayton


Vice President, Marketing

Get in touch to find the perfect package for you


Yes, we can help design or evolve your brand including your logo. Check out our case studies for examples of our work. 

Yes, our Project Managers will discuss a package that works for you that can include hosting, maintenance, health checks, QBRs, SEO audits and so on. You will also have an Account Manager to keep you up to date on any updates or to offer any support needed.

We offer the clients the option to have green hosting or standard hosting.

As we offer a bespoke service which includes strategy, design, SEO research before we build a site the project can take anywhere from 10 weeks to 26 weeks. The average project takes 14 weeks.