Protocol provides behavioural health care to people going through cancer treatment. That single fact sets the constraints for the whole website. The tone cannot be breezy. The illustration cannot be playful. Everything has to feel calm, credible and easy to move through for someone who is already carrying a lot.
It is also a venture studio build, which sets a different constraint: speed. Juxtapose launches businesses, and a new business needs a public face quickly. The site had to be right and it had to be fast.
Design
We designed in Figma and shared an early round with the Juxtapose team, who reviewed it together in person and came back with consolidated feedback rather than scattered comments. The most important note was about restraint. The illustrations were good, but they needed to be simpler and less playful for a clinical audience. We took the direction and applied it across the design.
That exchange happened on 4 February 2025. The next day we shared a design update video and moved into development with go-live targeted for the end of that week.
Development and handover
The build ran in Webflow and shipped in February 2025. As with every venture studio project, the workspace went to the client's own Webflow account rather than staying with us, so Protocol owns the platform outright from the start.
What happened next
In May 2025 Sloane came back: an SEO adviser had recommended adding pages, and she wanted a team page and a blog. The client supplied the content and we extended the site on the same system. That is the pattern we aim for, where the first build is a foundation the client keeps growing rather than a finished artefact.
Protocol is the fourth business in the Juxtapose family we have built for, after Wisdom, Bluebird Kids Health and Aperture.
The Results
| Metric | Result | Context |
|---|---|---|
| Under two weeks | From first design feedback to a live site | Consolidated feedback on 4 February 2025, development started 5 February, live that month |
| Tone corrected on request | Illustration direction simplified for a clinical audience | The client asked for something less playful given the patients Protocol serves, and the design was reworked |
| Client owns the platform | Webflow workspace transferred to the client's own account | Standard on every Juxtapose venture build |
| Came back in three months | Team page and blog added in May 2025 | Requested on their SEO adviser's recommendation and built on the same system |
| 4 of 4 | Juxtapose ventures CCS has built for | Wisdom, Bluebird Kids Health, Protocol and Aperture |
“Thanks for the awesome and very fast work on the website! We are all very excited.”
Sloane Hastings
Design and User Research, Juxtapose
Services we delivered
- Web Design: Figma design from the supplied brand, with an illustration direction reworked to suit a clinical audience
- Webflow Development: full build and launch, with the workspace transferred to the client's own Webflow account
- Site extension: team page and blog added in May 2025 on the client's SEO adviser's recommendation
