Grady Healthcare System
A bold new look in a sea of healthcare blue.
Insight
The redesign Grady couldn’t live without.
For more than 130 years, Grady has been Atlanta’s hospital. Their tagline, “Atlanta Can’t Live Without Grady”, highlights how integral Grady is to the community. But recently, most knew the hospital for just two things: the ER and the delivery room. Their website wasn’t helping. Grady felt their site was bloated, hard to navigate, and indistinguishable from every other hospital site. In a category where everything looks alike, Grady was quietly blending in.
IDEA
We put the hospital in hospitality.
Working in parallel with Chemistry’s brand team on the rebrand, our digital team reimagined gradyhealth.org from the ground up – not as another hospital website, but as a hospitality experience rooted in patient care.
An interactive homepage that meets people where they are.
Instead of a static welcome, the new homepage opens with an interactive tool that lets visitors do what they came to do in a single tap — get care now, find a doctor, or find a location.
A guide to the right care, at the right time.
A purpose-built “Find the Right Care” page clarifies every option, from virtual visits and primary care to urgent care and the ER, so Atlantans can choose the care that fits their needs.
Service pages that connect the dots.
We recategorized and streamlined Grady’s services and built flexible page templates that bring each specialty to life by surfacing related doctors, nearby locations, and real patient testimonial videos on every page.
Appointments made simple.
A redesigned, more engaging appointment flow lets patients make an appointment from any service or location page, turning interest into action with just a few clicks.
A brand that looks nothing like a hospital.
Fresh photography, new brand colors, and new videos featuring real Grady employees give the system a bold, human identity that stays unmistakably Grady while standing apart from the category’s familiar blue.
44
%Growth in organic search sessions since launch
60.7
%Increase in ranking keywords since launch
~200
%Jump in visibility across AI engines in a single quarter
89
%Overall site-health score, up from 74%
65
%Share of traffic now coming from organic search, up from 49%
IMPACT
Proof that standing out pays off.
The new site didn’t just look different; it performed. Organic search, the clearest signal of real intent, surged. Organic sessions climbed from roughly 110,000 at launch to nearly 160,000 by March 2026, a 44% lift.
The response from Grady has been just as clear. The team loves the new site, staff and community have embraced it, and a CMS built for ease makes it effortless to keep evolving.
“We don’t want to look like a healthcare website.”
And now they don’t.
The work continues. Ongoing analytics, SEO, and maintenance continue to improve the site’s performance. In a category where everything looks alike, Grady once again stands out.
Related Work
