THE CHALLENGE
Edmonton Women’s Health Research was a newly established initiative without an existing brand, website, or clear visual direction.
The team had strong research goals and vision, but needed guidance on how to translate that into a cohesive identity and digital presence. Early materials included a hand-drawn flow chart created by a student, which served as a starting point but required refinement and structure.
The challenge was to build a brand from scratch — one that felt credible, approachable, and reflective of women’s health without leaning too heavily into traditional or overly feminine design cues.
THE IDEA
A brand rooted in care, trust, and inclusivity
The brand direction was built around the concept of care — both physical and emotional.
At the center of the identity is the heart, a universal symbol of health, connection, and vitality. Beyond its clinical meaning, the heart represents the essential role of research in supporting and sustaining women’s health across all stages of life.
The visual language was developed to feel warm, supportive, and inclusive. A soft colour palette was intentionally chosen to avoid overly clinical or traditionally feminine tones, creating a balance between professionalism and approachability.
The brand was designed to resonate with a broad and diverse audience, including women across all stages of life as well as trans women, ensuring the identity felt welcoming, respectful, and representative.
Overall, the goal was to create a brand that communicates trust, care, and progress — while remaining grounded in research, medicine, and real-world impact.
THE DESIGN
The project involved developing a complete brand and digital system from the ground up.
The identity began with logo exploration, resulting in a flexible mark that could be used across multiple formats, including stacked and horizontal variations. Supporting this, a cohesive colour palette was established, balancing warmth and approachability with a sense of trust and professionalism.
A set of visual elements and icons were developed, inspired by early flowchart concepts provided by the client. These were refined into a consistent visual language that could be used across both digital and print applications.
Typography and layout systems were carefully selected to ensure clarity and accessibility, particularly given the research-focused nature of the organization.
Beyond the brand itself, the work extended into digital experience design. This included the development of wireframes, high-fidelity mockups, and a fully realized website that translated the brand into an engaging and functional user experience.
THE EXECUTION
The project was highly collaborative, beginning with defining the organization’s immediate needs and long-term goals.
The process started with identifying foundational priorities — with the logo acting as the first critical step. From there, the visual direction expanded into a cohesive brand system, with the colour palette informing the broader identity and ultimately guiding the website design.
While a typical approach would involve extensive competitive research and industry analysis, this project required a more tailored process. The client came in with a clear vision around key elements — specifically the use of pinks and reds to represent the heart and health, and green to symbolize growth.
My role was to take those initial ideas and translate them into a refined, cohesive system. This involved balancing emotional intent with clarity and professionalism, ensuring the final brand felt intentional, credible, and adaptable across all touchpoints.
The website was developed through a structured process of wireframing, low-fidelity exploration, and high-fidelity design. Once approved, the client populated the content, after which I refined the layout and integrated additional visual elements to ensure consistency across the final experience.
THE OUTCOME
The final brand and website launched successfully, providing Edmonton Women’s Health Research with a clear and cohesive identity for the first time.
The organization now actively uses the brand across digital platforms, presentations, and research initiatives. The system was designed to be flexible and scalable, allowing the team to confidently expand its use — including the development of a clinic identity that builds on the original brand while maintaining consistency.
The website continues to evolve post-launch, with additional sections and refinements added as the organization grows. This adaptability was a key consideration in the design process, ensuring the platform could support future needs.
Overall, the project gave the team a strong foundation — not just visually, but strategically — enabling them to communicate their work with clarity, confidence, and long-term sustainability.
