Petal Health
Challenge
Petal's platform had grown significantly through product development, acquisitions, and expanding partnerships across provincial health ministries. The breadth was genuinely impressive. But that same breadth had made it hard for customers, partners, and even internal teams to articulate what Petal actually did and why it mattered.
The website reflected that confusion. It didn't tell a coherent story, didn't support the sales funnel effectively, and didn't do justice to the scale of impact the company was actually having. On top of that, Petal was moving fast. There was a hard launch deadline, an active development team already in motion, and a need for a design system that could scale beyond our involvement.
Gallery
Designing for Clarity
The engagement ran across three phases, each building on the last. We started with product messaging strategy auditing Petal's full offering and developing a communications framework that gave everyone from sales to customer success a shared language for talking about what they did.
From there we moved into the website, designing over 20 page templates spanning the full site, grounded in a component library Petal's team could build on independently. We stayed embedded with their dev team throughout supporting QA, providing annotated Figma files, and adapting in real time to make sure what we designed could actually get built on schedule.
Impact
A focused messaging project grew into a full-scale website redesign, which felt like a natural reflection of the trust built through each phase of the work. Petal launched their redesigned web presence during one of the most consequential periods in their company's history, with a digital presence that finally matched the ambition and credibility of what they had built.
Petal is recognized by CAN Health Network as a leading Canadian health technology partner, and cited by healthcare leaders as a model for what made-in-Canada technology can do for the country's healthcare system. It was a genuine pleasure to support them as their design partner during such a pivotal chapter.
