Brand Identity & Web Design | 2026
ENC: A brand for people medicine failed
The Endometriosis Nutrition Clinic (ENC) is led by Steph Rendell, an Accredited Practising Dietitian in Australia, providing evidence-based nutrition support for people living with endometriosis. I was brought in as a friend and freelance designer to build the brand from scratch; logo, identity system, brand guidelines, social media templates, and the Framer website.
The Endometriosis Nutrition Clinic (ENC) is led by Steph Rendell, an Accredited Practising Dietitian in Australia, providing evidence-based nutrition support for people living with endometriosis. I was brought in as a friend and freelance designer to build the brand from scratch; logo, identity system, brand guidelines, social media templates, and the Framer website.
Brand Identity
Web Design
Framer
Healthcare
Challenge
Endometriosis is a condition that affects roughly 1 in 7 women, yet it's chronically underfunded, often dismissed by healthcare providers, and surrounded by misinformation. Steph's clients are proactive but exhausted they've often spent years being told their pain is normal. The brand needed to feel like the opposite of every clinical, cold healthcare experience they'd had before.
At the same time, as a registered dietitian operating under AHPRA guidelines, the brand couldn't make unsubstantiated health claims or use language that overpromised outcomes. Every design and copy decision had to balance warmth and humanity with clinical credibility and regulatory compliance. That tension was the central creative challenge.
Endometriosis is a condition that affects roughly 1 in 7 women, yet it's chronically underfunded, often dismissed by healthcare providers, and surrounded by misinformation. Steph's clients are proactive but exhausted they've often spent years being told their pain is normal. The brand needed to feel like the opposite of every clinical, cold healthcare experience they'd had before.
At the same time, as a registered dietitian operating under AHPRA guidelines, the brand couldn't make unsubstantiated health claims or use language that overpromised outcomes. Every design and copy decision had to balance warmth and humanity with clinical credibility and regulatory compliance. That tension was the central creative challenge.
Direction
Steph's vision was a calming Mediterranean feel Tuscan and Amalfi inspired, with warmth, optimism and a subtle nod to Africa. It needed to feel welcoming and hopeful, distinct from the sterile whites and greens of typical nutrition and wellness brands, while remaining timeless rather than trend-chasing.
I translated that into a visual language built around three things: the lemon as the central symbol (nourishment, vitality, Mediterranean light), a palette of Golden Olive, Aegean Blue and Ink Blue (warmth balanced with clinical trust), and typography that mixed a friendly serif with clean, confident sans-serif.
Steph's vision was a calming Mediterranean feel Tuscan and Amalfi inspired, with warmth, optimism and a subtle nod to Africa. It needed to feel welcoming and hopeful, distinct from the sterile whites and greens of typical nutrition and wellness brands, while remaining timeless rather than trend-chasing.
I translated that into a visual language built around three things: the lemon as the central symbol (nourishment, vitality, Mediterranean light), a palette of Golden Olive, Aegean Blue and Ink Blue (warmth balanced with clinical trust), and typography that mixed a friendly serif with clean, confident sans-serif.
The Logo
The icon logo is a stylised lemon cross-section flat, minimal, instantly recognisable. It works at any scale, from website favicon to printed reports, and feels modern without being cold. The full wordmark uses the logo mark alongside clean lowercase type, designed for clinical and professional contexts. Both versions were built with clear usage rules across light and dark backgrounds.
The icon logo is a stylised lemon cross-section flat, minimal, instantly recognisable. It works at any scale, from website favicon to printed reports, and feels modern without being cold. The full wordmark uses the logo mark alongside clean lowercase type, designed for clinical and professional contexts. Both versions were built with clear usage rules across light and dark backgrounds.
Brand System & Website
The colour palette balances warmth with clinical credibility Golden Olive, inspired by lemons and Mediterranean light, sits alongside Aegean Blue and Ink Blue to create something professional and reassuring without feeling cold or clinical. A full shades palette gives flexibility across digital and print without losing consistency.
Social media templates were built around a clear content philosophy: informative not overwhelming, reassuring not alarmist, supportive not prescriptive. Every layout and copy direction was shaped by the understanding that ENC's audience has often been dismissed or given conflicting advice so language needed to validate lived experience rather than prescribe or alarm.
The website was designed and built end-to-end in Framer. The goal was simple: make someone who has spent years feeling let down by the healthcare system feel, within seconds of landing on the page, that this is different. Welcoming and calm on first impression, credible and evidence-based on closer reading.
The colour palette balances warmth with clinical credibility Golden Olive, inspired by lemons and Mediterranean light, sits alongside Aegean Blue and Ink Blue to create something professional and reassuring without feeling cold or clinical. A full shades palette gives flexibility across digital and print without losing consistency.
Social media templates were built around a clear content philosophy: informative not overwhelming, reassuring not alarmist, supportive not prescriptive. Every layout and copy direction was shaped by the understanding that ENC's audience has often been dismissed or given conflicting advice so language needed to validate lived experience rather than prescribe or alarm.
The website was designed and built end-to-end in Framer. The goal was simple: make someone who has spent years feeling let down by the healthcare system feel, within seconds of landing on the page, that this is different. Welcoming and calm on first impression, credible and evidence-based on closer reading.
Impact
This project shows what design can do for an underserved audience. Endometriosis affects millions of people who have historically felt dismissed and overwhelmed. A brand that feels warm, credible and human rather than clinical and generic isn't just aesthetically pleasing. It builds the trust that makes someone finally reach out for help.
Working within AHPRA regulatory constraints also sharpened my thinking around how to communicate meaningfully without overpromising a discipline that transfers directly to any product where copy and design have to work within defined boundaries.
This project shows what design can do for an underserved audience. Endometriosis affects millions of people who have historically felt dismissed and overwhelmed. A brand that feels warm, credible and human rather than clinical and generic isn't just aesthetically pleasing. It builds the trust that makes someone finally reach out for help.
Working within AHPRA regulatory constraints also sharpened my thinking around how to communicate meaningfully without overpromising a discipline that transfers directly to any product where copy and design have to work within defined boundaries.
