Fedon Helse is a Norwegian health brand built around a doctor and his method. INFIGO built the content architecture underneath it in 2019, and the interesting thing about this case is what happened to that work afterwards.
01 · The context
For a health brand, the content is the product.
A clinic that publishes is selling two things at once: the treatment, and the reason to trust it. The articles, the recipes and the condition pages are not marketing wrapped around the business. They are the business, arriving before anyone books anything.
Which means the question is never “what pages do we need”. It is what kind of thing each piece of content actually is, and what someone will want to do with it. A recipe is looked up by dietary need. A condition is searched for by name. Those are different shapes and they behave differently, and a site that treats both as posts with a category makes both worse.
02 · The build
Model the domain, then fill it.
- Content types matched to the practice. Treatments, practitioners, courses, success stories and recipes each became their own type in WordPress, with their own fields and their own URLs, instead of a pile of pages held together by a menu.
- Recipes as structured content. Ingredients with quantities, a method in steps, a printable layout, and their own taxonomies for categories, ingredients and measures. The kind of modelling that lets a recipe be filtered and reused rather than only read.
- Dietary categories as a hierarchy. Low-glycemic, fibre-rich, weight-loss, intermittent fasting, egg-free, nested under broader groups, because that is how a person with a condition actually searches.
- Bulk import rather than typing. The recipe library arrived as spreadsheets and was imported into the model through a mapped import, with the photography attached. Nobody hand-entered a library.
03 · The long haul
The design was replaced. The structure was not.
Fedon Helse has been redesigned since, and a shop was added that is not our work. The pages in this case are the current site, so what you are looking at is somebody else’s design.
Underneath it, the treatments are still the treatment type we registered, the practitioners are still the practitioner type, and the recipe library is still running on the taxonomies we wrote, at the same URLs, seven years later.
That is the argument this studio makes on every page of this site, and here it is as a fact rather than a claim. Design is the layer that gets replaced. The model underneath it is the thing that either survives a decade or quietly costs you one.
What we delivered
- A WordPress content model for a health brand: treatments, practitioners, courses, stories and recipes as first-class types.
- A structured recipe library with hierarchical dietary categories, ingredients and measures.
- A mapped bulk import that populated the library from spreadsheets, photography included.
