From idea to live community as the fractional design lead
A warm, engaging launch surface for a pediatric dentistry community
Fireside is the first membership community for pediatric dentists. We embedded as their fractional design and product lead — shaping the positioning, designing the marketing surface, and shipping a live site that started converting members from day one. Founder-led, senior-only, no account managers.
Warm, not clinical
The biggest challenge was breaking away from typical healthcare design conventions. Fireside didn't want sterile blues and stock photos of smiling patients. They wanted something that felt like a conversation between colleagues — approachable, professional, and genuinely useful. We needed to create an engaging, light-feeling design that showcased the product while ensuring ease of connection with users.
Comfort over convention
We found a positive design direction using warm colours, generous whitespace, and photography that focused on the people behind the practice rather than clinical environments. The design accompanies the existing brand identity properly while creating comfortable associations and emotions — without solely focusing on dentistry. Every layout decision was made to feel inviting rather than institutional.
Built for conversion
We developed a fully functional website ensuring a positive and engaging user experience along with high conversion rates. The site structure was crafted from scratch to guide visitors naturally from discovery to membership sign-up, with clear value propositions at every stage. Motion design elements add personality and guide the eye without overwhelming the content.