CARE Fertility Clinic
Client
CARE Fertility Clinic
Ottawa Canada
Year
2024
Role
Branding & Website Design
Visit website
Overview
CARE Fertility & Women’s Health is a fertility clinic in Ottawa offering advanced reproductive care with a compassionate, patient-centered approach.
As my first Canadian client, I collaborated directly with the clinic’s founder to craft a cohesive brand identity and a responsive website that communicates trust, professionalism, and emotional support to patients seeking fertility treatment.
My goal was to translate complex medical information into a warm, accessible digital experience that builds confidence and empathy for patients and their families.
Problem Statement
The clinic had no existing brand identity or website.
The founder needed a digital presence that could
Present sensitive medical information clearly and credibly
Communicate care, trust, and inclusivity
Help patients easily find essential information about treatments and services
Objectives
Establish a consistent and trustworthy brand identity
Organize dense, medical content into a clear information hierarchy
Create a friendly, welcoming interface suitable for healthcare contexts
Ensure accessibility and responsive design across all devices
Design Strategy
Brand Identity
I developed a calm, trustworthy visual identity using navy blue (stability, professionalism) and gold accents (warmth, care).
The logo illustrates a woman holding a heart with an orchid in the background, symbolizing compassion, growth, and fertility.
UX/UI Design
I focused on creating a responsive experience that adapts seamlessly across devices—from mobile to desktop—ensuring that patients can easily access information anytime, anywhere. The layout was optimized for readability and intuitive navigation, with consistent spacing and hierarchy maintained across all breakpoints.
Design priorities included:
Responsive layout: flexible grid system that adjusts content flow and maintains visual balance across screen sizes.
Readability: large text blocks, soft color contrast, and minimal layout to reduce cognitive load.
Accessibility: high-contrast color palette and scalable typography for all devices.
Emotional design: imagery and tone that convey empathy, care, and inclusivity.
Outcome & Impact
The final website presents the clinic’s expertise through a trustworthy and user-friendly interface.
It delivers medical information in an organized and accessible way, helping users feel supported from their first visit.
After launch, the client reported positive feedback from new patients who found the site “easy to navigate and comforting.”
What I Learned
How to lead a brand discovery session and translate emotional values into design decisions
Techniques for communicating complex healthcare content clearly
The importance of accessibility and emotional tone in healthcare UX design
