Our work

Atter Pathology Services
Brand identity | Content creation | Digital design | E-commerce | Marketing campaign | Website development

The brief

Atter Pathology Services (APS) came to life during the 2020 lockdown when a couple of hardy entrepreneurs, Mike Atter & Andrew Bergh, established the business as a mainstream provider in the field of drive-through Covid-19 testing.

As part of its growth strategy, APS aims to become a significant pre-flight Covid testing provider for international flights into and out of South Africa; they needed an online business solution that clearly defined their offering and an online appointment booking service.

We worked with APS to develop their value proposition, create online collateral, develop business processes, and design a website and e-commerce solution that provides appointment booking and online payment functionality.

The Direct Guru | Our work | Atter Pathology Services
The Direct Guru | Our work | Atter Pathology Services_Style Guide

Font pairing

The Direct Guru | Our work | Atter Pathology Services_Style Guide

Colour palette

Style guide and value proposition

The team at Atter Pathology Services had already designed a logo, and taking the lead from this, we generated a colour palette for the website design and the broader corporate identity and added a font pairing for use across the digital design elements.

APS had formerly followed a B2B business approach, but moving towards a consumer focus required the development of a succinct and clearly defined value proposition. Working with the team, we brainstormed how best to present their offering and developed a series of propositions and taglines.

The Direct Guru_Atter Pathology Services_Value proposition
The Direct Guru_Atter Pathology Services_Value proposition
The Direct Guru_Atter Pathology Services_Value proposition
The Direct Guru_Atter Pathology Services_Value proposition

Website design & development

The primary objective of the website is to function as an online appointment booking and payment platform. At the same time, it is necessary to present a range of information about the business, how the booking and testing service works, the testing locations, and a range of additional information regarding Covid testing and flying.

We designed the homepage to function as a landing page where the design clearly displays the business’s value proposition and offers an introduction to all the key elements of the business with click-through’s to relevant pages, and most importantly, strong CTA’s to ‘Book a test’. 

We created a light-box feature for the ‘How-it-works’ section. Accessing this element is a key feature on the homepage, and the light-box element is conveniently accessible in other relevant areas of the website.

Testing centre locations is vitally important, and we included google mapping features on the homepage for clients to easily visualise the locations and which are clickable for directions from any device.

The online booking section includes a list of services, which leads to a booking calendar from which the client selects a booking date and time and onward to the payment gateway to confirm the service. 

For additional information, we designed an Information hub, including a  FAQ page feature.

The Direct Guru | Our work | Atter Pathology Services
The Direct Guru | Our work | Atter Pathology Services
The Direct Guru | Our work | Atter Pathology Services
The Direct Guru | Our work | Atter Pathology Services
The Direct Guru | Our work | Atter Pathology Services

Notification configuration

We set up email notification for both the business and the customers. Following payment, a confirmation email is sent to the customer, and an additional reminder email is sent 24 hours before the testing appointment.

There is also the option for customers to opt for an SMS reminder at the 24-hour mark.

A booking notification is also sent to an APS email address informing them of the booking, the details of which they can access via the back-end dashboard.

The Direct Guru | Our work | Atter Pathology Services
The Direct Guru_Atter Pathology Services_Process design

Business process design

Atter Pathology Services contracts a third-party service provider, the laboratory company that perform the tests.

We engaged with APS and their provider to design a business process that best integrated the flow of information from the online booking through to the laboratory informational requirements and, ultimately, to deliver test results back to their customer before their flights.

Paid search campaign

It’s an arduous task to rank organically near the top of a Google search these days, particularly on mobile devices where the first couple of screen scrolls are taken up with ads. For this reason, we always create a Google paid search campaign for our clients’ brand names.

Unless a company name is particularly generic, Google is very good at understanding that the company is bidding for its own brand, and attributes very high relevance to the keywords, making the cost for these campaigns negligible.

Most importantly, it ensures that when people search Google for the company’s name, that is is found at the top of the SERPs.

The Direct Guru_Atter Pathology Services_Paid search