Modernizing Craig
Hospital’s Digital
Presence

Craig Hospital is a world-renowned rehabilitation hospital that exclusively specializes in neurorehabilitation and research for individuals with spinal cord and traumatic brain injuries. When a patient goes to Craig, they join a family. Craig is a space where patients not only receive best-in-class care, but also a place where patients and families are empowered in a fun and energetic way. Craig Hospital’s website didn’t truly represent the character and world-class care a patient immediately experiences upon arriving. Patients often found it difficult to find programs and events, understand the admissions process, and determine what resources were available to them. In addition, the website was difficult to update and not optimized to support their extensive resource library.

After reviewing the site’s usability and meeting with stakeholders, it was apparent we needed to do a better job of explaining who Craig Hospital is, to make it easier for patients and caregivers to locate information, and most of all, to allow patients and families to get a real taste of the Craig difference before they visit.

Gravity Global reimagined Craig Hospital's website to reflect its warm, empowering, and human-centered care. After deep research into audience preferences, competitor sites, and the digital healthcare landscape, we saw an opportunity: most medical websites felt sterile and impersonal. To differentiate Craig, we designed an engaging, approachable site using curved lines, soft transitions, and a thoughtful mega menu. Inspired by the curves in Craig's logo, we introduced rounded elements to break the rigidity of typical layouts.

We also incorporated more of Craig’s secondary color palette—light blues, greens, yellows, and purples—for a warm, inviting feel. Custom iconography and carefully crafted content speak to both patients and caregivers. Featuring real patients and staff through photography and video helped convey the hospital’s family feel and supportive community. The result is a digital experience that feels empowering, friendly, innovative, and most importantly—like Craig.

The new CMS is up and running. Patients and caregivers can now easily find information on programs, admissions, events, and a robust resource library. The new site content has created a dramatic increase in organic traffic and conversions due to the focused UX and design.