Reframing a reproductive endocrinologist's digital presence beyond the clinic
A custom-built platform for her book launch, podcast, and press inquiries.
Overview
I designed and built a custom site in Squarespace for a reproductive endocrinologist and published author, with a separate editorial system that scales as her public work grows.
The client is my mother, Dr. Oluyemisi Famuyiwa. Familiarity offered unusual access to her voice, but the work was approached through the lens of her profession, audience, and public presence.
Brief
Three audiences were arriving at the same destination. Prospective patients found Dr. Famuyiwa through search. Media producers found her through interviews and panel appearances. As The Quest for Fertility approached release, readers started looking for the book and the author behind it.
All three landed on the same site: the fertility practice's homepage, built around treatment information and patient intake. A patient evaluating a doctor and a producer vetting a guest needed very different things, and neither was the page's job.
The brief was a separate site for her public work — book, podcast, press — that could grow without being rebuilt.
One person, three audiences, arriving from different places and needing different things on arrival.
Prospective patients
Media & speaking producers
Readers & followers
Introduce the book and the person behind it.
Show every episode without manual updates.
Make her bookable in under a minute.
Send each audience to the right inbox.
Lead with the book, not the doctor.
The book is the only artifact that ties all three audiences together — what readers discover, what producers reference, what patients increasingly find before they find the clinic. The clinic CTA still lives on the homepage, lower down, for patients ready to book.
From Sketch to Screen
Two rounds got me from references to a working layout.
Moodboards
Doctor sites read as clinical. Author sites read as personal. I pulled references from both, plus editorial publications, to find where they overlap.
Mid-fidelity in Figma
Mid-fi was where the homepage order got decided: book first, then the author, then the work, then the clinic as a destination link rather than a feature.
Design System
Built so new pages and sections could be added without redesigning anything.
04.1 · Typography
Cormorant Garamond was used for more editorial moments, while Work Sans handled body text and interface elements.
04.2 · Color
The palette stayed intentionally minimal, using yellow sparingly to draw attention to important actions and content.
04.3 · Component Library
The Pages
Four pages, each representing one of the four pillars.
Fluid type via CSS clamp(). Multi-column grids collapse cleanly; the marquee adjusts speed and edge fade. The same responsive system carries across all four pages.
Technical constraints & how I adapted
Squarespace doesn't allow JavaScript in standard content blocks, caps CSS specificity, and occasionally overrides custom rules with platform styles.
Every block lives in a scoped Code Block with a unique class prefix and defensive CSS, so platform styles can't bleed in and the blocks can't bleed into each other.
Press logos from CBS, Fox, Newsweek and others couldn't be used as image files due to licensing.
Each logo was rebuilt in pure CSS with web fonts and SVG paths, matched by hand for weight, tracking, and proportion. Close enough for credibility, honest about the approximation.
The client needed to edit text, links, and content without engineering support after launch.
Every custom block ships with inline comments labeling exactly what's safe to change. Modular by design: sections can be rearranged or duplicated in the Squarespace editor without touching another.
Reflection
Before this project, my work lived in Figma. Interactions were prototyped, never built. Designing and shipping a site forced me to learn HTML and CSS inside Squarespace's constraints, not around them.
The harder lesson was sequencing. Every section had a question behind it about who it was for, and the answer changed how it should look — not just what it should say. The site I drafted first is not the site that exists.
One thing I'd do differently: the "as seen on" logos were rebuilt in CSS because the originals weren't in public press kits. The real fix was an email to each company's press team. The client wouldn't have asked. That's exactly why I should have.
Designing a system from scratch is the work I keep coming back to. Watching it stretch across a homepage, a podcast page, and a contact form and still feel like one thing is why I want to do this.