Eyedentity
A coded website for a medtech company that uses AI to analyse fundus images – from brand book to live website in under three weeks.
- Project:
- Development, design
- Industry:
- Medtech
- Platform:
- Astro
- Year:
- See it live:
- Eyedentity
- <3Weeks from signed deal to live websiteSeptember 2026
- 98Homepage performanceGoogle PageSpeed, 2 October 2026
- 100SEO, accessibility and best practicesGoogle PageSpeed, 2 October 2026
The challenge
A brand book and a hard deadline
Eyedentity uses AI to analyse fundus images – photographs of the back of the eye. Its first product, Melanoma Score, gives opticians a risk assessment for uveal melanoma seconds after the routine fundus photo. The company had a brand book, a one-pager and a hard deadline: under three weeks.
Time was not the only challenge. There was almost no existing material on what the website should say, and the product is software with no interface to show. The knowledge was in the team's heads. It had to be turned into a message that opticians and eye clinics would understand, without claiming more than the research shows.
What we did
From the team's knowledge to a message
We started by listening. We interviewed the team about the problem they solve, the product and the clinical evidence, and collected the answers in a fact base in which every claim has a source and a status. From that we wrote the message: what Eyedentity does, who it is for, and why it can be trusted.
The brand book set the palette, typography and imagery. What the pages should say, and in what order, came from the interviews. The site structure was our proposal: homepage, product, news, about, careers and contact.
A product page that explains what cannot be shown
Melanoma Score has no finished interface to show. Instead of screenshots, we created the visuals: animations that explain the technology, and original images, often AI-generated but finished by hand.
The product claims were written directly from the full-text research papers, so the page says what the studies show and nothing more.
The clinic and the research behind the product
The product rests on clinical research, which now has a page of its own. The About page explains where the company comes from and who is behind it, in the same calm tone as the rest of the website.
Code the client's own team works in
Eyedentity's team already works in code, so at the kick-off it was decided to build the website without a CMS: news and copy are edited directly in the code. That does not suit every company, but here it was the right choice.
Before launch we checked every page at every screen width, fixed whatever did not hold up and improved what sits under the surface: loading, accessibility and structured data.
The result
The website launched on 22 September 2026, three weeks after the project started. Feedback from the client has been positive. Measurement was in place from day one, and we are tracking how the website performs in search and in AI answers.
In the client’s words
We are a fast-growing startup that came to SEOS with a tight deadline. In a short time, they had to turn our brand book into a professional website. They asked the right questions and quickly got to grips with both our technology and what we wanted to say. In under three weeks they launched a website where the message, design and animations explain Eyedentity and what we do in the right way.
Per IninbergsCOO & Co-Founder, EyedentityTranslated from Swedish