The brief
Fertility is a journey people are often quietly navigating — through medical complexity, financial pressure, and emotional weight. The brief was a website that didn’t just inform patients but accompanied them: a brand voice steady enough to hold real questions, inclusive by design, and a content architecture that met patients where they were on day one and on day three hundred.
The voice
Honest. Plain. Never euphemistic about what the medicine does or what waiting feels like.
Inclusive by design — not retrofitted.
Built from the start to speak naturally to LGBTQ2SIA+ family building, to single parents by choice, to women navigating their own health independent of partnership.
What I led
- Brand voice and content strategy for the patient-facing site — pillars, tone, and the decisions that shaped how every article reads
- Long-form patient education spanning fertility treatments (IUI, IVF, egg freezing), women’s health topics, and family-building options
- Inclusive content design with LGBTQ2SIA+ family building, single-parent-by-choice, and non-traditional family content as primary pillars — not afterthoughts
- Emotional preparation resources alongside the clinical content — what to expect, how to talk to loved ones, how to navigate the waiting
- Patient-conversation tools — guidance for talking to partners, family, and healthcare providers about decisions that don’t fit a single template
Why it matters
This is the case study for any role where brand voice has to carry through emotionally vulnerable territory — fertility, mental health, chronic illness, end-of-life, family planning — without flattening the writing or hiding behind euphemism. And for any role where inclusive content needs to be a design principle, not a retrofit.