ASP Global - Intro
Kickoff call between Chris LaFay and the ASP Global team (Parker, Susie Portillo, Nick Burghardt, Bella Tuo) covering messaging, site architecture and design direction for the new Primo/ASP websites, referred to Chris by Mickey Mellen. They aligned on Primo as the lead clinical brand with its own site (three product pillars: wound prevention, patient handling, offloading), a deliberately thin ASP Global umbrella site, and a hybrid automated/personal lead-response flow instead of geo-routed contact forms. Design inspiration was reviewed against Athena, Medline, Cardinal, Coloplast and Abbott, landing on soft gradients, rounded pill buttons, sans-serif fonts and Font Awesome icons. Target is homepage design locked by end of week, Primo site launch mid-April and ASP site about a month after.
- Primo will be treated as its own brand with only a light story-section reference to ASP Global as parent company
- ASP Global site will be built as a minimal catalog/shell site (about us, careers, products, Primo landing page)
- Primo and ASP sites will be built as two separate sites sharing design blocks with swapped colors/fonts, not a WordPress multisite
- Pricing will not be displayed on the Primo site
- Lead flow will use a blended approach: automated intro email framed as coming from a real person, then personal follow-up rather than direct geo-routed scheduling
- Sans-serif fonts (open source/Google Fonts) will be used, with Font Awesome added for icons
- Homepage aesthetic direction (colors, layout blocks) will be locked before any real copy is written
- Site map for launch will include five core pages plus product listings for each site
- Primo product portfolio is mid-transition due to an unannounced Spry partnership, making it hard to finalize messaging now
- ASP has no current infrastructure to route leads to the right rep by territory
- No existing testimonials, customer photos, or product B-roll video currently available for the new site
- Content/copywriting for pages depends on ASP team turning around paragraph text on a tight timeline
- How will future acquisitions or product lines be organized under the ASP umbrella long term?
- Will Primo's story structure need to be reworked once Spry products are added to the portfolio?
- What specific value proposition wording will ASP Global use going forward?
- ClientSend over product/category breakdown document for Primo product groupings
- ClientSend new product photography and any reusable video clips for homepage imagery
- ClientBegin collecting customer testimonials (quotes, names, titles, logos) in a spreadsheet
- MeReview homepage design progress with in-house designer and prepare aesthetic-only mockup
- MeSchedule meeting with Parker (and Bella) later this week to review initial homepage design in Figma
- MeIntroduce Dawn as project manager and set up recurring project meetings