Overview Wild Petals Collective is a community-based brand focused on PCOS awareness and women’s ...Overview Wild Petals Collective is a community-based brand focused on PCOS awareness and women’s ...
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Hasini Tharupaba
• 2d
Overview
Wild Petals Collective is a community-based brand focused on PCOS awareness and women’s health. The landing page was designed as the brand’s first digital touchpoint - building presence and community before the full website launch.
Goals
Introduce the brand and its mission to the target audience
Drive registrations to grow the early community
Establish a tone of care, credibility, and inclusivity around PCOS and endometriosis
The challenge
Starting a design without a brand guideline is both a creative opportunity and a responsibility. There were no defined colour palettes, no type scales, no tone-of-voice documentation to pull from. The only anchor was the logo.
For a brand dealing with something as personal as hormonal health, getting the visual language wrong carries real weight. Too clinical and it feels cold. Too soft and it loses credibility. The design needed to earn trust while feeling warm and human.
Design direction
The overall aesthetic was soft, feminine, and professional. Not a typical health brand look - no sterile whites and clinical blues - but also not a lifestyle blog. The goal was something in between: a space that felt like it was designed for women, not at them.
Beyond the landing page
As a complementary deliverable, I also designed a blog page. This wasn’t part of the original brief, but it was a natural addition. A blog gives the brand a channel to publish health content, share community stories, and build topical authority over time - all of which feeds directly into SEO. For a brand in its early stages, organic search visibility is one of the most valuable long-term investments, and having the blog page ready to go meant the brand could start building that foundation from day one.
Outcome
The project resulted in a cohesive design system built from scratch - colour palette, typography, spacing, and component style - that the brand can carry forward into its full website. The landing page gives Wild Petals Collective a credible, warm, and intentional first impression, and the blog page sets up the infrastructure for content growth.
It’s a project that reminded me how much design work happens before a single frame is built: understanding what a brand stands for, who it’s speaking to, and what it needs to make someone feel safe enough to say this is my community.
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