Design Review
Artifact info
Title:

Flourish Project Website Development and Strategic Planning

Engagement:

The Flourish Project

Client:

Wendy Ellyatt

Meeting Date:
December 9, 2025
Next Meeting Date:
December 22, 2025
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November 25, 2025
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July 31, 2025
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People
James Redenbaugh
Wendy Ellyatt
Artifact Image
Meeting Summary

Website Design and Visual Identity

Wendy expressed strong appreciation for the depth of color in the current design and requested adding "Ecology of Belonging" as a prominent title, as she uses this phrase frequently in her work. The hero image needs refinement—while the concept is solid, it appears "plonked" on the site. Wendy referenced the magazine mockups they'd created previously, which featured more photographic, visually beautiful images that better captured the aesthetic direction (02:34).

The photographic elements showing nested human figures received positive feedback, but require critical attention to diversity and representation. Wendy emphasized the need for imagery that reflects global diversity and avoids Western-centric bias throughout the site. Specific requirements include adding baby and child imagery, as optimizing wellbeing at the beginning of life is central to the work, along with multi-ethnic representation and indigenous/rural community imagery (05:02). This attention to cultural inclusivity must be carefully balanced across all visual elements.

For section-specific imagery, the circular and regenerative economics section needs alternatives to Western farmers markets—perhaps rural markets from different parts of the world. The human capacities section currently features an Amish barn-raising, which Wendy suggested could be more impactful if showing indigenous communities building together (07:41).

Innovation Labs Structure

The site's primary navigation has shifted from generic pathways to focus on seven distinct Innovation Labs, which represent the core organizational structure. James had inadvertently used outdated content; the correct lab structure is: Conscious Parenting Lab (newly added during the meeting), Nurture LabLearning LabCommunity LabCare Home LabElder Lab, and Legacy Lab (15:16).

The Conscious Parenting Lab emerged as an important addition during the discussion. Wendy realized parents weren't adequately served by the existing structure—the Nurture Lab focuses on early years providers like Montessori schools and nurseries rather than parents directly. The Conscious Parenting Lab would come first in the sequence, emphasizing that parents are "the most important people really because you're looking after new life" (24:53). This lab could eventually include resources about lineage, values transmission, connection to natural world and food systems, and self-awareness for parents.

Each lab will have its own dedicated page with relevant resources. The Learning Lab is the most developed, with someone coming in specifically to oversee it. Lab content will be organized in Airtable with linked resources, allowing Wendy to connect appropriate materials to each lab through a simple interface (26:27).

[technology="Community Facilitation Tools"]

Resources and Community Engagement Strategy

A critical insight emerged about transforming audience relationships—moving from consumers to participants. Wendy wants to invite people "into being participants in how we learn and think about things" rather than just selling products, describing this as "very Flourish project" and representing a shift toward co-learning (23:53).

James proposed creating a new post type for reflections/questions that could appear throughout the site, potentially as interactive forms where people can answer questions, provide their email, and submit responses (22:58). These thoughtful questions would become resources themselves, appearing on a dedicated Resources page alongside select materials available to everyone. The Resources page will explain that specific resources are being developed under each lab, but featured items address universal themes like "what makes life worth living."

Wendy is moving away from creating internal membership networks like Mighty Networks, which she's observed require constant facilitation and have exhausted participants across the movement. Instead, she's favoring emergent monthly global sessions that begin with silence, include minimal structure, and welcome whoever shows up. This approach trusts emergence over heavy facilitation: "whoever's in the space is in the space" (40:29). She mentioned Global Healing Day and the "Just 15 Minutes of Silence" practice—weekly sessions where people from around the world gather in heart-centered silence without needing to speak or identify themselves.

When people access resources through PDFs, an automatic invitation to join the community will be triggered. The site currently has engagement data from 37 countries that hasn't been properly leveraged (52:14).

[technology="Custom Membership System"]

Technical Implementation and Content Management

James is organizing content in Airtable, where Wendy can add material through linked Google Docs. Resources are being cataloged with summaries, and labs can be connected to relevant materials through a simple interface. James will create proper lab entries in Airtable and hide unnecessary ID fields to simplify Wendy's workflow (26:09).

Team member bios are already in the system; Wendy will provide photos for everyone except Simon, the new team member. She's added historical context to the About section and will check all bios with team members for accuracy (37:38).

The website structure includes Innovation Labs in the main navigation, with Resources as a separate section. Commons appears in the top navigation alongside framework and resources (49:47).

Ecosystem Collaboration and Funding Strategy

A significant strategic opportunity emerged around the Templeton World Charity Foundation's call for big ideas, which previously invested $20 million in flourishing initiatives. Wendy proposed pursuing $10 million over five years ($2 million annually) to fund an entire ecosystem rather than individual organizations (44:46).

The proposal would position multiple established organizations—Evolutionary Leaders, Spirit of Humanity Foundation, Wellbeing Economy Alliance, Child for Compassion, and others—as an interconnected ecosystem where each organization maintains its distinct identity and purpose while being supported to excel in their specific role. Wendy described this as a "field of flowers" where every flower wants to be what it wants to be, rather than forcing organizations to join someone else's club (48:20).

This represents a fundamental shift from typical funding models that support single organizations. The pitch would emphasize that "we're literally in a moment in time where we can say" this is possible due to technological capabilities that didn't exist even a year ago (47:43). James would bring the technological framing, demonstrating how his toolset enables ecosystem connectivity across diverse organizations.

James is developing 12 modular tools that can be combined differently for different projects while sharing underlying principles and creating pathways between organizations. He's prototyping an AI-integrated project management tool that connects to calendars, helps plan days based on task lists, and coordinates team working sessions connected to their CMS and client projects (53:44). Within five years, James predicts all software and communication tools will be quite different as AI enables rapid iteration of custom solutions.

[technology="Collaboration Management Tools"]

Philosophical Foundations and Cultural Values

Wendy's family background deeply informs her approach—her mother was a geologist, botanist, and historian; her grandfather was a horse whisperer. She sees herself as "taking forward the best of our lineage" with hundreds and thousands of people behind her work (00:43). This connection to lineage and intergenerational wisdom appears throughout the project philosophy.

The project explicitly challenges Western society's devaluation of elders. In the Elder Lab, the focus will be on celebrating that "you have value just because you are older," contrasting Western practices of forgetting retirees with other cultures where placing parents in care homes is unthinkable (32:46).

Wendy emphasized that "there is nothing that isn't" part of the natural world when discussing AI, framing it as inherently natural rather than artificial or unnatural (56:33). James expanded on this, describing AI as "waking us up to the intelligence that was already there" in nature and the collective, giving us access to intelligence we couldn't previously reach (56:02). They discussed a Russian paper on "Metaphoric Thinking" exploring the creative intelligence that emerges between humans and AI—a "divine intelligence" in the in-between space (54:54).

Cross-Project Synergies

James is bringing the Sources Energy website into his system, with Evolutionary Leaders expected to follow. He's working with Brian Russo on the Hollows framework, which has significant overlap with James's thinking. Wendy knows Brian from their collaboration on the Unitage Co-Lab and through Evolutionary Leaders (48:44).

James has built a custom video conference tool and is rapidly prototyping collaboration tools. His studio can now create customized solutions by talking to an agent—something that wasn't possible two weeks ago with previous models (57:51).

The vision includes profiles that appear across multiple sites—updating once and propagating everywhere. An Evolutionary Leaders profile could be identical to someone's profile on their own website, and joining a learning lab elsewhere would allow bringing all collected data seamlessly (50:38).

Relevant Initiatives

WebFlow Development

Priority: 
High
Size: 
L
Creation Stage

Brand Update

Priority: 
High
Size: 
M
Completing

Community Engagement Platform

Priority: 
Medium
Size: 
L
Planning Stage

Ecosystem Collaboration Initiative

Priority: 
High
Size: 
XL
Idea Stage

Website Design

Priority: 
High
Size: 
M
Creation Stage

AirTable Setup

Priority: 
Medium
Size: 
M
Planning Stage
Transcript