The Challenge
The core challenge was to design a website that communicated scientific authority and human empathy at the same time. IFLI needed to appeal to diverse audiences — from clinicians to patients — while maintaining a consistent, trustworthy brand identity.
The Solution
I developed a brand identity centered around a butterfly motif, symbolizing transformation and hope. This was paired with a clean, modern typography system and a sophisticated dark theme to convey professionalism.
The website was designed with intuitive navigation tailored to multiple user journeys:
- Researchers and healthcare professionals could quickly access clinical resources.
- Patients and families could find clear, empathetic information.
- Donors could understand IFLI’s mission and impact.
Imagery and art direction balanced scientific accuracy with human resonance, reflecting both the research focus and the lives impacted by IFLI’s work.
