A proposal for Cast21 · Exe.Eyes × Homade · November 2026
The cast, opened.
A new home page and brand story for Cast21, built to turn its strongest asset, patients asking for it by name, into clinics ordering it.
I. What Cast21 is
Hold the bone. Free the rest.
Since 1852 a broken wrist has been treated by closing it away: wrap it, seal the skin, wait, cut it off with a saw. Fiberglass changed the material in the 1970s, not the idea.
Cast21 starts from the other side. The net is rigid where the fracture needs support and open everywhere else. That is the brand in one line, and it serves both of its audiences: clinicians hear immobilization done properly, patients hear their life back.
The name already carries it. A cast, for the 21st century. The site should make that difference visible before anyone reads a word.
II. Where the site stands today
A strong product, told quietly.
What works: genuine product photography, a clear three-step story, real testimonials, serious press and a playful colour story. The opportunities are about focus and proof.
10+
calls to action on the home page, with clinicians and patients given equal weight. "Inquire Here" opens a page, not a form, and "Request a Sample" shares the general contact form.
5
names for one product across the site: cast alternative, braces, immobilization net, orthotic, Cast21 product.
1
line about reimbursement on the home page, a quote: "reimburse us pretty well". The full answer sits in an FAQ. The clinical studies sit in a press list.
2024
is the footer year and the last blog post. Forms still answer "Happy Thanksgiving", the press list holds a template item about a Fed speech, and the home page has four H1s.
⅓
of a phone screen is covered by the cookie notice, which offers only "Accept". The first phone screen has no call to action.
116
requests to 25 outside services on load, including two analytics versions, a chat widget, session recording and an Instagram feed.
III. Who buys, and what they need to believe
The clinic buys. The patient asks.
Who
What they need to believe
Where the home page answers
Physicians
It immobilizes as well as casting or better, it is safe for skin, and the evidence is real.
Hero, the product, evidence
Cast techs and MAs
It goes on fast, it is hard to get wrong, and it comes off without a saw.
Three minutes, for clinicians
Practice administrators
No capital outlay, payers reimburse it, and it brings patients in.
For clinicians, patients ask for it
Patients and parents
They can shower, swim and sleep, and there is a clinic nearby that offers it.
Life with Cast21, clinic finder
The insight that ties them together comes from Cast21's own case studies: in three of four, the patient asked for Cast21 or changed provider to get it. Patient demand is the strongest argument to a clinic, so the page uses it as one.
IV. What the site should drive
One ask, everywhere.
Primary
Sample kit request
A four-field, role-aware form: role, name, practice, work email, ZIP. It is reachable from every screen through the dock and leads to a certification session.
Supporting
Clinic finder
Patients find a certified clinic or ask their doctor. Every search is a signal of demand to show the next clinic.
Quiet routes
Distributors, press, VA
Kept one line from the form, so they never compete with the main ask. The newsletter sign-up leaves the home page.
V. Art direction and motion
The product is the hero.
One object. The net, built from its own geometry and a real forearm's shape, travels the whole page: it fills in the hero, is covered by plaster for the history, opens again, stands for the product, fills on the clock and changes colour.
Their own split. The plaster beat grows out of Cast21's own image of a cast split from the net along a diagonal.
Two grounds. Dark slate for the product, as in Cast21's own product shot, so the resin glows. Warm paper for the clinical and patient chapters, so reading stays easy.
Type. A classical serif at display sizes, a clean sans for reading, a mono for facts. Colour is reserved for resin.
Motion. Everything moves the way the product does: it fills, it sets, it opens. One hold-to-fill interaction, with a click and keyboard path. Reduced motion is honoured.
References: Santioni Spirits for one continuous story with colour earned at the end, ZRK for product beats, Fluid Glass for the dock.
VI. Roadmap and measurement
The home page first, then the rest.
- V1, this proposal. The home page, the sample kit flow, consent that offers a real choice, and the third-party scripts cut to what is used.
- Clinicians. Evidence, billing and reimbursement, training and certification, ordering.
- Patients. Living with Cast21, the clinic finder, a page for parents.
- Brand system. One product name, a type and colour system, and photography direction for new shoots.
- Content. The blog restarted around the questions patients and clinicians search for.
How we measure it
Sample kit requests per month, and how many become certified clinics. Clinic finder searches. Core Web Vitals in the green on phones. How far visitors read before they ask. We baseline from Cast21's current analytics before launch.
VII. Who builds it
Exe.Eyes × Homade
Homade is an independent Chicago studio and a long-term partner from brand to build: brand systems, accessibility to WCAG 2.1 AA, SEO, and the maintenance that keeps a site current after launch.
Exe.Eyes designs and builds interactive sites at award level, with real-time 3D and motion that stays fast on phones, in a visual editor your team can edit without a developer.