The Jacobs Institute is the groundbreaking hub of innovation and medicine that is driving next-generation technologies to address the vascular disease epidemic in Western New York and beyond. Located in the Gates Vascular Institute on the Buffalo Niagara Medical Campus, the Jacobs Institute brings together physicians, hospital clinicians, academic researchers and entrepreneurs for collaboration and development. The Jacobs Institute trusted Block Club to design a website that conveyed their innovative approach to medical research. With so many stakeholders and participants, the Jacobs Institute had difficulty conveying their key messages with clarity. The new site pares down previously cumbersome language, showing more and telling less. The site’s design was inspired by the Vascular Institute’s progressive building and the Jacobs Institute’s impressive space. Interior pages utilize a minimal, white palette, while the homepage builds on the office’s bold colors with large-scale photos of the interior; this draws users in with an exciting and impossible-to-ignore aesthetic. We also developed new messaging and positioning language to help their team communicate more clearly. With these cleaner tools, the Jacobs Institute is positioned to share their innovative hub with a global audience.