In partnership with the talented teams at Butterfly and Monash University, Avion Communications was tasked with bringing to life the copy of the new Monash FODMAP website. The source content was written by various academics from Monash’s Gastroenterology team, resulting in a variety of different writing styles and tone – not to mention formal language.
Our three parties were on a tight schedule to deliver a digital transformation ahead of a leading gastroenterology conference, and we were trusted to distil the complex of subject matter to deliver quality copy under pressure.
The main challenge of this project was creating engaging, informative copy that addressed the unique needs of three distinct audiences:
- IBS (irritable bowel syndrome) patients who could benefit from following the Low FODMAP Diet
- Practitioners looking to understand IBS and provide treatment options to patients
- Businesses seeking Monash University Low FODMAP Certification for their products or recipes.
With a short window of time to act (and a large amount of content to get through), the team at Avion embraced the challenge and nailed the brief by teaming up with Monash and Butterfly staff in a collaborative, joint effort.
The project called for quality content delivered across 36 pages, fast. Despite the tight turnaround time, we took the time to audit all of the existing content first. This let us see the connections, identify the gaps, and build a solid foundation before we began re-writing the copy.
Working alongside the teams at Monash and Butterfly, we grasped a thorough understanding of IBS and FODMAPs, before streamlining existing content and making it easier to understand for different readers. Together, we created a more intuitive, user-friendly experience with well-articulated messaging. This allows users to navigate through pages easily and find the information they need effortlessly.
The result of this joint effort is a beautifully designed final product that helps users access and understand the information they’re looking for.