Challenge:
Merginet, a content/community site for EMS (Emergency Medical Service) professionals, had a content-rich homepage, but content was not prioritized and the space was cluttered with ads. Content and ad space were not sufficiently nor consistently differentiated, which confused ownership of the site. Furthermore, Merginet had just entered a sponsorship agreement with Moore Medical, a medical supplies distributor, and frequent advertiser on the site. The brand relationship between Merginet and Moore Medical needed to be addressed and clarified on the homepage.

Solution:
The MERGINET logo has been given the most prominent placement in the upper left corner, to clarify ownership of site content. Ad space has been restricted to consistent locations, within industry-standard banner sizes. Content is organized in order of urgency, from top to bottom of the page, with breaking news and other time-sensitive information at the top and regular features (Webzine subscription, Question of the Day) at the bottom. Consistent global navigation elements appear at the top and in the left-hand column, and DHTML popup menus have been added to the main navigation sections on the left side for quicker access to deeper content.

Finally, a "Product Specials" section has been added to the main content area to foreground the new relationship with Moore Medical, and Moore Medical's logo has been added to the bottom of the left-hand column.

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