Creative Briefs

NPI/Medical's redesigned website, as shown on a mobile device
Feb 28

NPI/Medical launches website redesign

SWB&R recently completed a website redesign on behalf of client NPI/Medical, positioning the plastics company well in the highly competitive medical device market.

We had a tight deadline to make it possible for to make its big debut at the MD&M West 2017 trade show in Anaheim, Calif., in early February. The show draws thousands of design engineers and professionals in the medical device industry.

And with SWB&R’s creative hands on deck, we delivered a fully responsive website redesign on time, featuring engaging photography and updated content.

“Great job of pulling together and getting this live for MD&M West and tied into our [trade show] booth,” NPI/Medical CEO Randy Ahlm said. “I’m really proud of all of you for what you accomplished.”

Who is NPI/Medical?

Headquartered in Ansonia, Conn., NPI/Medical is a provider of precision tooling and injection-molded parts for medical device, life sciences and healthcare customers.  For nearly 50 years, the plastics company has worked with businesses ranging from small startups and large medical OEMs to design shops and contract manufacturers.

NPI/Medical takes customer’s new products from prototype to production with speed, service and technical precision. It was our goal to show that process, build awareness of NPI’s growing capabilities and create new leads in a fluid industry.'s Quality Assurance page, part of the website redesign’s new Quality Assurance page, highlighting new design and fresh photography. (SWB&R)

Refine // Restructure // Refresh

NPI’s previous site had good bones. The site was responsive for the most part — it just needed a step up. We made it our mission to refine, restructure and refresh NPI’s website.

  • We refined NPI’s previous content to better suit customers and prospects, and their needs. Our team evaluated content and consolidated it, concentrating on the main points. This approach resulted in straightforward content crafted to address common customer needs or questions.
  • We restructured the sitemap, eliminating redundant or unnecessary pages. Reviewing site analytics also helped drive decisions to consolidate or eliminate pages, as well as elevate them.
  • We refreshed the site’s look, aided by a photo shoot at NPI’s facility, capturing images that emphasize the company’s Anything But Prototypical™ tagline, which we developed. Armed with new photography, we blew out a concept of “window” overlay graphics throughout the site. It’s showing the “window into the process,” giving visitors a behind-the-scenes look at NPI’s people, services and more.

The refreshed look also found its way into NPI’s trade show booth and collateral.'s Liquid Silicone Rubber (LSR) page, part of the website redesign’s Liquid Silicone Rubber (LSR) page, which details a core capability from the Connecticut-based injection molder.

Website Redesign Partnership

“I really loved working on the photo shoot with the client on location,” SWB&R Art Director Tony Susi said. “I also enjoyed the challenge of designing the refined structure to create a more simplified flow of content throughout the entire site.”

Today, features a variety of images and tables, and is responsive across all devices.

“NPI/Medical is a great partner. They openly embrace the creative process and challenge us as a client,” SWB&R Director of Strategic Communications Mike Walbert said. “It’s a fun mix that resulted in impactful work for their growing and evolving company.”