Overview

Bio Island is one of Australia’s leading manufacturers of nutritional supplements and a major supporter of Swimming Australia. They have an international customer base extending to China.

Part of their strategic evolution as a brand was to become more holistically-focussed. They planned to position themselves as a health resource, providing nutritional advice to families. This brand evolution saw them redesign their packaging, and so an overhaul of the website was planned in alignment with this.

Deepend drew inspiration from wellness publishers and pharmaceutical brands adopting more holistic content models. These references informed a mood board, content roadmap and visual direction suited to both local and international audiences.

The team then translated the strategy into a modular Umbraco build with interactive product experiences and SEO-conscious content structures.

What We Delivered

• Digital experience and UX design
• Internationally aware visual direction
• Content strategy and roadmap
• Mood board and design exploration
• Interactive product elements
• Umbraco CMS implementation
• Modular page architecture
• Reuse of the existing HTML framework
• Wellness Hub content destination
• Search-friendly content structure

Impact

• Created a modular website designed for global audiences
• Reduced technical debt by extending the existing HTML framework
• Improved publishing flexibility for the BioIsland content team
• Used interactive product elements to create a more engaging experience
• Introduced a Wellness Hub to expand the brand’s organic search footprint
• Removed tabbed content patterns to expose more content to search engines

Problem & Insight

BioIsland needed its digital presence to keep pace with a broader brand shift towards family wellness and nutritional guidance. The international audience added complexity, requiring a design and tone that could work across different markets.

Research into adjacent wellness and pharmaceutical brands showed how editorial content and lifestyle framing could extend the relationship beyond individual products.

Strategy & Experience Design

Deepend developed a visual and content direction that balanced product credibility with a warmer, more holistic wellness experience.

Simple interactive elements helped hero products, while the modular design system gave BioIsland flexibility to create new page combinations as the content estate grew.

Technology & Delivery

The site was built on Umbraco CMS and extended BioIsland’s existing HTML framework, reducing unnecessary redevelopment and limiting technical debt.

The modular architecture allowed the content team to rearrange and build pages over time without depending on a fixed set of page templates.

Content & Search

The new Wellness Hub was introduced to support BioIsland’s shift towards lifestyle-oriented content and expand its search footprint.

The redesign also removed content hidden within tabs, exposing more information directly in the page structure so search engines could access it more easily.

Results

The finished platform gave BioIsland a more flexible and globally relevant digital home, combining product storytelling with a scalable wellness content strategy.

The source supports improved engagement, development efficiency and search visibility as intended outcomes, but does not publish quantified post-launch metrics.

Frequently Asked Questions

What did Deepend deliver for BioIsland?

Deepend redesigned BioIsland’s website, created a modular Umbraco build, introduced interactive product elements and developed a Wellness Hub to support the brand’s broader family wellness strategy.

Why did BioIsland redesign its website?

BioIsland was evolving from a supplements-led brand towards a more holistic health resource for families. The website redesign aligned the digital experience with this broader brand and content strategy.

How was the BioIsland website built for international audiences?

Deepend balanced design and tone for a diverse global customer base, including audiences in China, while creating a flexible content framework that could support future international growth.

How did Umbraco improve the BioIsland website?

The site was built on Umbraco CMS and extended the existing HTML framework. This reduced technical debt and gave BioIsland’s content team more flexibility to create and rearrange pages over time.

How did the BioIsland redesign support SEO?

Deepend introduced a Wellness Hub to expand BioIsland’s search footprint and removed tabbed content patterns so more page content could be accessed directly by search engines.