Tiny Seeds Rebrand and Campaign Microsite for Jersey's Fertility Support Charity
Tiny Seeds is Jersey's only fertility support charity. Founded by Chloe Fosse from lived experience, the charity supports anyone facing fertility struggles: heterosexual couples, LGBTQ+ individuals, solo parents. They run support meetings, workplace toolkits, counselling, a podcast, and have distributed over £57,600 in travel grants for islanders accessing IVF treatment off-island.
One in six individuals face fertility struggles. That statistic shaped every decision we made on this project. The brand, the website, the campaign: all of it needed to meet people where they are, with clarity and without noise.
BBC
Campaign Coverage
2026
Ikigai Charity of the Year
The Charity
Tiny Seeds came to us with an existing brand and website that had outgrown its origins. The site had a flat structure with anchor-based navigation and an overwhelming mega menu. There was no clear starting point for someone arriving in crisis, no hierarchy to guide visitors toward the right support. The brand itself, while recognisable locally, did not reflect the breadth of who the charity serves.
The brief was broad. A complete rebrand. A campaign microsite for Fertility Awareness Week. A full website redesign and build. Brand templates so the team could operate independently after handover. We scoped it as a phased engagement, starting with brand discovery in October 2025 and running through to a website launch in April 2026.
Discovery
To kick-off the project, Ikigai ran a brand discovery workshop with Tiny Seeds and Iter Marketing to capture and explore the charity's vision and challenges. Ahead of the session, we issued a brand questionnaire to capture Chloe's perspective on personality, tone, and positioning before the room shaped the direction.
The workshop established six brand personality traits: considerate, sensitive, brave, resilient, authentic, hopeful. These became the filter for every visual and verbal decision that followed. The charity's vision, that by 2035 all islanders will feel supported, knowledgeable, and empowered to help those facing fertility struggles, gave us a clear north star for the information architecture work ahead.
The Rebrand
The previous brand leaned toward a gendered visual language that did not represent the full spectrum of people Tiny Seeds supports. We developed a gender-neutral identity built on organic patterns and soft, considered forms. Multiple concepts were explored before landing on a direction that felt warm without being saccharine, and strong without being clinical.
The deliverables went beyond a logo and colour palette. We produced comprehensive brand guidelines, a suite of Canva templates for social media, and Mailchimp email templates. The goal was operational independence. Chloe and her team needed to produce on-brand content without relying on an agency for every Instagram post or newsletter send.
The Campaign
Fertility Awareness Week ran 3 to 7 November 2025. We built a campaign microsite at birdsbees.tinyseeds.je as the first public reveal of the new brand. The site featured video stories and GSAP animations, designed to carry emotional weight without overwhelming visitors.
We collaborated with Iter Marketing, who led on campaign video production and content. Ikigai handled the microsite build, animation, and brand integration. The campaign was featured on BBC and local media, bringing national visibility to a small island charity doing critical work. The Birds and Bees concept gave the campaign a memorable, accessible entry point to a subject many people find difficult to discuss openly.
Website Architecture and Design
The existing site's flat structure created real usability problems. Visitors landed on a single long page with anchor links and a mega menu listing every service, resource, and initiative at once. For someone arriving during a difficult moment, this was the wrong experience.
We restructured the information architecture into a hierarchical five-section sitemap, giving each area of the charity its own space and navigation path. Wireframes (v1.0) mapped the full sitemap, establishing content hierarchy and user flows before any visual design began. From wireframes, we moved into Figma for full page designs, then into Webflow for the build.
The Webflow site follows a growth-driven design approach. Rather than attempting to launch a perfect site on day one, we are building a strong foundation that can be measured, tested, and iterated. This matters for a charity with limited resources. Every change after launch should be informed by real visitor behaviour, not assumptions.
What Next
The full website launches in April 2026. The Canva and Mailchimp templates are already in use, giving the Tiny Seeds team the tools to maintain brand consistency across social media and email without external support for routine communications.
The full website design and development project will launch this month and following the migration, we will continue to refine the site based on analytics and feedback, and support the charity as it grows into the brand we built together.
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