Hi. I'm Natalia
Senior Brand & Digital Designer

I’ve spent 15 years designing, and 7 of them in medicine: fertility clinics, a genetics laboratory, a dental network, and most recently a DTC telehealth company. I’m used to designing where clinical data, disclaimers, and trust signals are part of the layout rather than something added at the end, and where the person reading is anxious, skeptical, or both.

HOW I WORK

I work end to end. Competitive and behavioural research, information architecture, content and messaging, high-fidelity design, and, when it’s faster, the build itself. I don’t wait for a brief to tell me what a page should contain. I work that out from what the audience needs to believe before they’ll act.

I think in systems rather than screens. Most recently I was the sole designer on the landing page track at a DTC telehealth company, shipping 40+ performance pages in six months from a single design system. Each one was a different assembly of the same components, structured around what that campaign had to prove first.

THREE BRANDS, THREE AUDIENCES

For the IVF-Life group I designed three brands at once, each for a completely different reader:

• IVF-Life for patients in treatment. Warm, evidence-backed, built for trust.
• IGLS for clinicians and laboratories. A master brand with four trademarked diagnostic sub-brands, and the scientific communication system behind them.
• Ovodona for women in their twenties considering egg donation. Illustrative, peer-to-peer, deliberately nothing like the other two.

Same design thinking, three registers. I also designed the group’s donor-selection app, which moved the most sensitive decision in fertility treatment out of a clinic room and onto a phone.

WHAT I KEEP COMING BACK TO 

Taking something complicated and making it followable. A laboratory workflow from biopsy to result. Ovarian reserve from birth to forty. Jewellery manufacture from sketch to polish. A drug mechanism. Four industries, four audiences, one habit.

ALSO TRUE

I write performance copy. I read session recordings and heatmaps and turn them into structural changes rather than cosmetic ones. I build and ship pages myself when that shortens the loop. I direct AI-generated imagery inside brand and regulatory constraints. And I’ve taken print work from concept through prepress and press: billboards, catalogues, brand books, and a retail kiosk from drawing to built structure.

PRACTICAL

Based in Oakville, Ontario. I’ve worked in-office in Alicante, Spain and Odesa, Ukraine, and fully remote with teams in Canada and the US.

Currently open to full-time roles, remote across Canada or in the GTA.