Twig Fertility

In the deeply personal and often overwhelming space of fertility care, Twig Fertility sought to redefine the clinic experience for a modern, diverse Toronto clientele. The goal was to build a digital gateway that felt empathetic and inclusive, moving away from the cold, clinical standards of traditional reproductive medicine.

I spearheaded the website’s creative direction, implementing a design language rooted in warm, organic elements and soft, non-medical tones. My strategy was to ensure comfort through accessibility; I architected an "easy-read" educational platform with a streamlined, intuitive appointment booking system. By prioritizing human-centric UX, we transformed a high-stress medical journey into a supportive, kindness-led digital experience.

Beyond the interface, I oversaw the integration of a secure CMS and patient booking application, ensuring sensitive data remained protected while allowing the Twig team to manage content with speed and clarity. The result is a responsive, highly accessible platform that serves as a cornerstone for Twig’s empathetic approach to healthcare.