Moffitt Cancer Center

Visitors arrive at Moffitt’s website during stressful and emotionally difficult moments. The experience needed to make complex information easier to navigate, feel clear and reassuring and retain the authority expected of a leading cancer centre.

I established a visual direction that balanced warmth with clinical credibility. Soft colours, rounded forms and human-centred photography reduced the institutional feel, while strong typography, structured layouts and predictable interactions preserved clarity and trust.

I then carried this direction into an accessible, mobile-first system of reusable components and templates.

The system gives patients and families clearer pathways to essential information while providing Moffitt’s content team with flexible tools for creating consistent digital experiences as the website grows.