DRAFT MOCKUP, not live
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For reviewers

About this mockup.

A clickable first round for the novelbiome.com rebrand, built from the Claude starting design and the competitor review (Doc 6). Comment on direction, structure and copy. Nothing here is live, final or approved.

Pages

Borrowed from the competitor review

  • Two-door split under the hero (Microbiome Labs, Genova)
  • Staged qualification with a human step and a quiet location attestation (TruDOSE, Genova)
  • “Register to view pricing” on every product and protocol card (Microbiome Labs)
  • Protocol comparison card: who, what, duration, phases (CellCore, without prices)
  • Test, restore, re-test strip (Genova, Claude Baseline / Converge)
  • One Learn hub with type and topic filters (Microbiome Labs)
  • Webinars and office hours callout (Genova, Pure Encapsulations Pro)
  • Named team with a direct contact promise (Designs for Health, Seed)
  • Numbered testing rounds, by the numbers, downloadable certificates (Thorne)
  • Benefits list as the conversion block (Biocidin, Designs for Health)
  • Audience gate on first visit, practitioner or patient, and footer disclaimer (Claude, Microbiome Labs)

Yellow tags

Text in [verify: ...] tags is a number or claim carried over from the Claude design that needs Shaina or Sarah’s sign-off before it can be public. Other bracketed tags are open decisions.

Change log

  • Standing rule (Jason, Nov 2, 2026). The geographic restriction language exists only to reduce pressure from pharma and regulators and must never be front and center. It appears only in the small footer text and in the registration attestation step, which stays quiet and plain. No heroes, eyebrows, banners, cards, FAQs, the welcome pop-up or page copy mention it.
  • Nov 2, 2026, round 5, restriction sweep. Removed the restriction wording from: the practitioners hero (“Available to a limited network of qualified practitioners” plus the restriction); the home “Two ways in” block (limited network line); the home account step “Qualify” card; the protocol FAQ “Who can order?”; the practitioner FAQ “Who qualifies?”; the patient hub access section lede; the patient FAQ “Is it available where I live?” (removed); the About hero; and the reviewer hint on the registration location step. Earlier rounds already removed it from the top bar and the welcome pop-up.
  • Nov 2, 2026, round 5, welcome pop-up. Per Jason, the pop-up now shows only the logo, the question and the two buttons. The practitioner and patient access line moved to the footer, in the small disclaimer text. The “your choice is remembered” note was also removed; the footer switch link still reopens the pop-up.
  • Nov 2, 2026, round 5, palette. Teal #3cc4c9 read as too bright, so the accent now comes from the existing Novel Biome palette. Brand colours found: navy #122437 (logo artwork, logo file swatch and live site theme colour), logo blue #3eaade (logo ring and logo file swatch), green #9bc556 (logo dots, logo file swatch and live site buttons), plus logo file swatches #253750, #4d77bb and #3b454b, and live site blue #50b2e1. Applied: a deeper, muted version of the brand blue, #5b9cc4 (hover #7aa6c9), with #245a87 for accent text on light sections. The base navy moved to the brand navy #122437, with matching card and panel shades. All text still meets WCAG AA. The logo artwork itself is unchanged.
  • Nov 2, 2026, round 5, patent. Oral powder patent filled in as U.S. Patent No. 12,064,451, from the Novel Biome documents “FMT product information.pdf” (2024 V2) and “GMPDEL General Product Description.pdf” on Drive. Note: the older “Company Into Novel Biome” deck still says “patent-pending” and “over 120 blood and stool testing parameters”, which differs from the 44 markers on Form 701C; Shaina to confirm which count to publish.
  • Nov 2, 2026, round 4, matching copy. Per Jason, the site no longer describes how matching works. Removed the method placeholders (markers compared, how a match is decided, matching criteria, who signs off, whether the practitioner sees the rationale, donor sequencing method), the matching stats row and the donor pool size (not shared). Matching now leads as the differentiator: conventional FMT is “one size fits all, any screened donor, any patient”; Novel Biome matches each patient’s baseline deep sequencing to a donor using a proprietary donor matching algorithm, built on current microbiome science, which improves as more patients are treated. Wording is “designed for the best possible match” and “aiming for the best possible outcomes”, with no better-results claims, and the “not a diagnosis, clinical decisions remain with the practitioner” note stays. Shown as a featured section right after the home hero and the practitioners hero, in the protocol matching section, on quality, and in plain language on the patient hub. Foley Hoag to review “proprietary algorithm that improves as more patients are treated” (flagged on the page too).
  • Nov 2, 2026, round 4, protocol timing. FMT runs three months; pre-treatment is recommended before FMT starts; the re-test is one month after FMT ends. Five phases are now Baseline test & match, Pre-treatment, Restore (three months), Re-test (one month after FMT), Maintain. Updated the protocol card (duration and phases), phase timeline, home strip and patient access steps (plain language); the total-duration tag is removed. Pre-treatment specifics, including medications, are practitioner-area content and are not shown in this public mockup [verify: pre-treatment details, practitioner area].
  • Nov 2, 2026, round 4, Jason’s answers. Matching turnaround: “matching happens quickly once baseline results are in”, no number, tag removed. Practitioners do not receive donor details, but our team is happy to discuss the match (practitioner and protocol FAQs). About: “Manufacturing our own product since 2020” (was “working with practices since 2019”), 100+ clinics confirmed, based in Chilliwack, BC. Quality: donors retested every 90 days and 90-day quarantine confirmed; donor age 10 to 30 years old; tags removed. Infectious agent count: no doctor-facing document on Drive states a count. The internal Donor Lab Review Guide (Form 701C, version 3) lists 44 infectious disease markers across blood (11), urine (2) and stool (31, including parasites, viruses and resistance genes), so the 34 is replaced by a tagged 44 for Shaina to confirm the count and public wording. Formats: predominantly oral capsules, or patented oral powder for pediatric patients; the enema card is removed from formats. Patent number not found on Drive, tag kept. Shelf life 2 years and refrigerated long-term storage confirmed, tags removed. The four-bottle schedule is dosing, so it is not shown anywhere in this public mockup; the protocol card says the full schedule is available to registered practitioners after login, and public duration stays a tagged placeholder. Contact: support@novelbiome.com on the About page, phone and address placeholders removed [verify: support@novelbiome.com is the right public address].
  • Nov 2, 2026, round 4. Accent colour changed from lime to the teal in the Novel Biome logo (#3cc4c9, hover #6fd6da) for buttons, highlights, labels, strip accents, bullets and checkmarks. Buttons are teal with navy text. On light sections, accent text uses a deeper teal (#0a6b70), so all text still meets WCAG AA. Yellow verify tags are unchanged.
  • Nov 2, 2026, round 4. Photo placeholders replaced with images from the current novelbiome.com for visualization only: lab and clean room shots, team headshots and product packaging. Every photo carries the caption “Photo from current novelbiome.com, to be replaced by Malin’s shoot”. The About “facility exterior” slot uses an interior lab shot because the current site has no exterior photo.
  • Nov 2, 2026, round 4. The small top bar is replaced by a full-screen audience gate on first visit: “Welcome to Novel Biome. Which best describes you?” with “I’m a licensed practitioner” (to For Practitioners) and “I’m a patient or caregiver” (to the patient hub). The choice is remembered on the device; “Switch to practitioner or patient view” in the footer clears it and reopens the gate. Keyboard accessible with a focus trap. Not shown on this review notes page.
  • Nov 2, 2026, round 3. Lighter sections to break up the navy, following the rhythm of the Claude design. Dark navy stays the base and every hero stays dark; light bands (very light blue #ebf5fe and off-white #f6f9fc, white cards, navy text) now alternate with dark ones on every page, and some dark sections use white cards. Home: dysbiosis and team are light. Protocol: five phases, pre and post testing and formats are light; outcome data uses white cards on navy. Quality: six screening rounds and by the numbers are light; certificates use white cards on navy. Practitioners: account benefits and FAQ are light; products use white cards. Patients: hero is now dark like the other pages; access steps are dark; explainers, find a practitioner and FAQ stay light. Learn: the resource library is light; the academy banner stays dark. About: pillars and contact are light. On light backgrounds, lime and teal text switch to darker shades (#3a7510, #0b7479) and labels use #1f6fa6, so all text meets WCAG AA; lime stays as a button fill with navy text. Yellow verify tags use a light-yellow version on light backgrounds. Copy is unchanged.
  • Nov 2, 2026, round 2. Dropped the tagline “You decide the protocol. We handle everything else.” everywhere, because it conflicts with the defined four-bottle protocol. New home hero: “A defined protocol. Measured results.” with “Test. Restore. Re-test.” and the precision angle in the subline.
  • Nov 2, 2026, round 2. Added donor-patient matching for Novel Biome (“precision-matched FMT”, “a defined protocol, guided by precision testing”). The patient’s baseline CM Bio shotgun metagenomic sequencing is used to match them to a donor. Added to: home hero, doors and the strip (now test, match, restore, re-test); protocol hero, card, phase 2 (now Match & prepare), a new matching section and FAQ; quality (characterized donor pool); patients (plain-language card, access steps, FAQ); practitioners (benefits, products, FAQ); about; Learn (new handout); onboarding call text in the gate.
  • Wording avoids calling the product “precision medicine” and avoids treatment or outcome claims. All matching specifics (markers compared, how a match is decided, who signs off, donor pool size, donor sequencing method, turnaround) are yellow verify tags for Shaina. Hero line “Measured results” and the matching wording should go to Foley Hoag with the disclaimer review.

Not in this round

Dosing detail, prices, testimonials and outcome claims are intentionally left out. Photos are temporary images from the current novelbiome.com, used for visualization only until Malin’s shoot.