Design Review
Artifact info
Title:

Flourish Project Website Development and Visual Identity

Engagement:

The Flourish Project

Client:

Wendy Ellyatt

Meeting Date:
January 8, 2026
Next Meeting Date:
December 22, 2025
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November 25, 2025
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December 9, 2025
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James Redenbaugh
Wendy Ellyatt
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Meeting Summary

Website Framework Upgrade and Launch Strategy

James Redenbaugh has successfully upgraded the Flourish Project site to the new Mast framework [tag="webflow"], which delivers dramatically improved responsiveness and makes content management accessible without requiring deep Webflow [tag="webflow"] knowledge (05:16). The framework transformation essentially converts the site into a drag-and-drop experience while maintaining full customization capabilities, similar to platforms like Weebly but with far greater flexibility.

Wendy Ellyatt emphasized the urgent need to launch at minimum a holding page by the end of next week (05:48). The current priority is directing funders and collaborators away from the outdated site toward something that reflects where the project has evolved. Even an interim version that captures the new direction would be preferable to continuing to reference old materials, particularly as Wendy prepares grant applications that require current project representation.

The upgrade has already implemented several key improvements including properly linked seven motivations content, dedicated lab pages with customizable templates, and a new CMS-driven team management system that automatically updates across the site.

Visual Design and Hero Image Development

The homepage hero section emerged as the critical design priority requiring the most attention (18:03). The current static landscape image feels flat and doesn't adequately convey the ecosystemic and interbeing aspects central to the Flourish Project's philosophy. Wendy referenced another site where moving video backgrounds create an immediate sense of life and dynamism, suggesting this approach would significantly strengthen first impressions.

James proposed creating an artistic collage-style hero image that conceptually illustrates the project's holistic framework rather than attempting literal translation (25:46). The image should incorporate multi-ethnic, intergenerational human communities alongside nature, ecology, and perhaps cosmic elements—essentially a visual representation of the "four intelligences" framework Wendy discussed with Edward Muller: human, more than human, natural world, and cosmos. Hand-drawn elements could illustrate interconnectedness rather than just showing separate components combined together.

The team agreed to explore video backgrounds for the hero section, with Wendy providing access to footage she's previously licensed. James will also experiment with stock video sources and potentially create custom illustrations incorporating both photographic collage and hand-drawn connecting elements (40:12).

Additionally, the site's dark mode aesthetic received positive feedback, with agreement that the color palette creates a calm, sophisticated feel when it works properly. The logo size will be increased to provide stronger brand presence in the header area.

Innovation Labs Visual Identity

Each Innovation Lab requires its own distinctive imagery that captures its essence while maintaining cohesive visual language across the site (33:44). The current generic icons feel inadequate for the breadth and depth of each lab's work. James suggested developing hand-drawn style illustrations for the labs that would complement the collage approach planned for the hero image, creating unified visual storytelling throughout the site.

Specific considerations for each lab emerged:

Learning Lab needs imagery conveying curiosity, lifelong learning, and cultural knowledge transmission—explicitly avoiding traditional classroom imagery like desks. The audience spans from early years through adult learning, requiring imagery that works across age groups while feeling futuristic and focused on creativity and fascination (35:35).

Conscious Parenting Lab should evoke holding and nurturing through imagery like gentle hands, moving away from the current graduation cap icon toward something more intimate and universal. The heart icon currently used might work better for the Nurture Lab.

Nurture Lab centers on love, attachment, and early development, making visual direction relatively straightforward around babies and caregiving.

Peace Lab could work with dove imagery but needs careful consideration to avoid cliché.

City Lab must incorporate nature alongside built environment elements—trees integrated with buildings rather than just architectural forms—reflecting the ecosystemic urban design approach.

The tagline "Designing with and For Life" was added beneath the Innovation Labs heading to immediately convey collaborative, life-centered methodology (19:57).

Team Structure and Content Management

James implemented a sophisticated CMS ordering system for team member presentation (11:12). The agreed sequence places Wendy first, followed by Simon Lightman (Learning Lab director), Fabienne (lead researcher for Learning Lab), Harriet (lead researcher for Nurture Lab), MarinaSimon Daisley, and Annie. The system automatically maintains this order across both the homepage and about page, with individual profiles now showing updated titles like "associate researcher" and "lead researcher for the Legacy Lab."

Wendy plans to verify continued involvement with associates Fabienne and Annie given the significant evolution in project scope and direction (45:01). James will create a Loom tutorial showing Wendy how to edit CMS content independently, though for this meeting he made real-time updates as they discussed changes.

The About page requires revision of its introductory history section, which currently feels disconnected from the project's current identity (30:02). Wendy will rewrite this content to better reflect the journey and current positioning.

Community of Practice Model for Learning Lab

Simon Lightman's emerging vision for the Learning Lab involves establishing communities of practice rather than simply providing resources (07:34). This represents a significant strategic shift toward collaborative learning ecosystems where schools engage in ongoing dialogue rather than passively accessing materials.

The model addresses equity concerns by creating a tiered structure where well-resourced schools pay participation fees that enable commons-level access for schools globally that couldn't otherwise afford involvement (32:12). There's an explicit commitment that all schools joining communities of practice understand their participation helps democratize access—building in a "give back" ethos from the outset.

Simon is exploring how this could work practically for schools, and Wendy expressed interest in having James review Simon's email outlining these ideas to consider what technical infrastructure might make these communities particularly compelling and beautiful (47:22). The emphasis on creating "gobsmacked" first impressions through elegant, unexpected design could differentiate these learning communities from typical educational platforms.

The team plans to invite Simon into the next meeting to discuss Learning Lab and community of practice development in more detail.

[technology="Online Learning Platforms"]

[technology="Community Facilitation Tools"]

AI Tools and Content Creation Philosophy

A substantial discussion explored the current state of AI-generated content and imagery (38:03). Both Wendy and James expressed frustration with obviously AI-generated materials—the monotonous rhythm of AI writing, the excessive speed and lack of lyrical quality in AI voiceovers, and the generic feel of many AI images. Wendy recounted receiving a PowerPoint from a communications team where she immediately recognized all imagery as AI-generated, undermining the authenticity she'd cultivated in her own materials.

James shared that he's written a blog post analyzing "fingerprints of AI"—characteristic patterns like "in today's digital landscape" or "it's not just X, it's Y" that reveal AI authorship. He uses AI tools extensively, particularly Claude [tag="claude"], but as dialogue partners requiring significant human refinement and correction rather than autonomous content creators. He's building custom context files that he shares with AI to maintain consistent voice and approach across different tasks.

For the Flourish Project, both agreed that while AI might help generate initial imagery concepts, the final results must feel authentic, warm, and genuinely artistic rather than obviously synthetic. James has experimented with the new OpenAI model to auto-generate images for meeting artifacts and found some results surprisingly compelling, though still identifiable as AI-created. The emerging work from artists using AI tools on platforms like YouTube shows the potential for truly beautiful results when human creativity guides the technology (44:03).

Resources Section and Access Philosophy

The Resources section remains in development as the team works through complex questions about access, pricing, and equity (32:12). Simon is helping think through structures that honor the commitment to making knowledge universally available while creating sustainable revenue to support ongoing development. The "commons" approach—where paid participation from some enables free access for others—extends beyond just the Learning Lab to inform the overall resources strategy.

The framework itself will have a dedicated page with basic introduction and a link to the primary framework document, which continues to evolve. The interactive framework James previously developed will be incorporated.

Technical Implementation Details

James demonstrated several technical improvements integrated into the new framework:

The site now uses components that allow drag-and-drop page building without needing to understand Webflow's deeper functionality, dramatically lowering the barrier for content updates. Base line height for paragraphs has been increased for improved readability. The dark mode implementation creates a sophisticated aesthetic, though some refinement is needed for full consistency.

Text alignment was shifted to left-aligned for main titles rather than center-aligned, improving readability and creating cleaner visual hierarchy. The CMS structure allows updates in one location to propagate automatically across multiple page instances—editing a team member's profile updates both homepage and about page simultaneously.

Domain and Branding Considerations

Wendy raised the possibility of exploring alternative domain names beyond flourishproject.net, noting the proliferation of "Flourish Project" entities globally (45:23). Something like "Flourish Project World" might create clearer differentiation and stronger identity. The team could potentially run both domains during transition. This reflects Wendy's growing confidence in the project's direction and desire to create more distinctive presence.

Action Items

James Redenbaugh

  • Create hero image illustration incorporating collage, hand-drawn interconnection elements, and themes of interbeing, multi-ethnic intergenerational community, nature, and cosmos (25:46)
  • Develop hand-drawn style illustrations for each Innovation Lab page replacing current generic icons (27:22)
  • Deploy holding page to live Flourish Project domain targeting end of next week completion (06:16)
  • Record Loom tutorial demonstrating CMS editing processes for Wendy's independent content management (30:49)
  • Create Lab index page showing all labs with links to individual dedicated pages (33:44)
  • Experiment with video backgrounds for hero section using Wendy's footage and stock sources (22:38)
  • Increase logo size in header for stronger brand presence (24:30)
  • Review Simon's email about community of practice structure and prepare technical considerations (47:15)
  • Finalize Framework page with introduction content and embedded interactive framework (31:30)

Wendy Ellyatt

  • Provide video footage or photographic images for hero section conveying ecosystemic and interbeing themes (22:38)
  • Rewrite About page introduction replacing current history section (30:23)
  • Contact associate researchers Fabienne and Annie to confirm continued involvement given project evolution (45:01)
  • Share Simon Lightman's email about community of practice model with James (47:15)
  • Provide updated content and direction for each Innovation Lab page as needed (35:46)
Relevant Initiatives

WebFlow Development

Priority: 
Very High
Size: 
L
Start Creation

Website Design

Priority: 
High
Size: 
M
Planning Stage

Community Engagement Platform

Priority: 
High
Size: 
L
Planning Stage

Hero Image and Visual Identity Development

Priority: 
Very High
Size: 
M
Start Creation
Transcript