My Role

Senior Designer (Brand + Digital) — led brand identity refresh and end-to-end digital experience across key touchpoints.

Key Deliverables

• Brand Identity Refresh + Guidelines
• Scalable Design System (Digital + Marketing)
• Mobile Donor-Selection App (UX/UI)
• Multilingual Website Redesign (UX/UI)

Context

International fertility clinic network across Spain, the UK, Germany, and other European markets.

Problem

Brand and patient experience were inconsistent across digital, print, in-clinic, and marketing touchpoints. The visual language felt too clinical, and patients struggled with complex forms and unclear digital journeys.

What I Delivered (Brand + Digital)

• Rebranded IVF-Life with a modern, human-centered visual system (brand identity + guidelines).
• Built a scalable design system used across web, mobile, social, campaigns, and in-clinic materials.
• Designed a mobile donor-selection app, digitizing questionnaires and enabling private, low-stress decision-making.
• Redesigned the multilingual website to improve clarity, trust, and emotional tone.
• Adapted the system for multi-country campaigns and exhibitions (Spain/UK/France/Germany).

Impact

• Key in-clinic flows were digitized into a mobile-first experience.
• Patients could complete sensitive steps remotely with more clarity and confidence.
• IVF-Life gained a consistent, trust-building brand across clinics, platforms, and markets.