Petal Health
Developing a Canadian health-tech’s story of breaking the healthcare crisis loop.
Introduction
Petal Health is one of Canada’s top providers of medical workforce scheduling systems. When they came to us, they were at a pivotal point in their business. They had added a patient hub and a billing product to their portfolio, and had acquired several local providers of these services. Along the way, their site had become a spiderweb of subdomains, product pages, and siloed brands.
A destination that needed a story
Like many companies with big ambitions, Petal had arrived at their destination. They needed a website, information architecture, and brand that could carry that ambition without alienating the people who rely on them every day.
Bridging the silos
We brought stakeholders together through exercises crafted by our studio, giving them “objects” to think with. People from every unit in the company voiced their needs, and our collaborative process combined them into powerful storytelling devices that work across media.
A two-year rollout
We paired those storytelling devices with a rollout plan to rebrand all of Petal Health’s sub-brands over two years. In September 2025, Petal’s CEO used this story to announce their plan to tackle Canada’s healthcare system crisis.
