SELECTED PROJECTS
Throughout my career, I have collaborated with a diverse range of brands and businesses, spanning from startups to global and Canadian brands, as well as government agencies. I’ve had the opportunity to work with both B2B, B2C and D2C businesses across multiple industries, including fin tech, insurance, CPG, SAAS, non-profit, healthcare, lifestyle, and travel. Here are some of the projects I've worked on in the last few years.
Sprott Money
The Sprott Money website was redesigned to put more emphasis on the brand identity and value proposition, while improving discoverability of key information and making the e-commerce flow more intuitive and seamless. We attracted new customers, continued to support current accredited investors and expanded market share. The new design system elevated the brand's image with a premium, boutique feel that was elegant, yet approachable.
LocaliQ (USA Today)
LocaliQ, a fully-integrated marketing platform owned by USA Today, was looking to increase credibility, modernize the brand visual identity and create a website that caters to a range of audiences, from small business to enterprise level clients.
Through strategic brand repositioning, a user-centric website redesign, and optimization of lead generation and conversion, LocaliQ established its position as a trusted provider of digital marketing solutions. By enhancing UX, simplifying navigation, and improving content discovery, we made it easier for users to understand the features and benefits of LocaliQ's product.
Insurance Store
To help Insurance Store stand out in the sea of sameness, we positioned the brand as a modern retailer that makes the insurance buying process as frictionless as possible. New vibrant visual identity helped the brand stand out in a crowded, mature and predictable insurance category.
The new modular e-commerce increased lead generation and conversion, with CRM hubspot integrations. Friendly and welcoming UI helped alleviate the burden and stress of the insurance buying experience, while a light-hearted yet firm tone instilled user confidence. Results included a 58% increase in consumption, 405% increase in organic keywords and 34% increase in organic search traffic.
Polar Bears International
We redesigned the Polar Bears International's website to encourage donation and adoption by enhancing emotional connections with visitors and simplifying the navigation of educational content.
Purposeful and clear design system was centered around beautiful photography. PBI has seen a 57% increase in site visits resulting in donations, and a 144% increase in newsletter signups.
Tridel
We transformed Tridel.com from a purely informational platform into a powerful lead generation engine. Our primary goal was to effectively communicate the Tridel story and legacy, addressing the anxieties and needs of our audience when it comes to real estate purchases. We developed a modular and scalable design system that unifies the Tridel brand across various development projects.
Strategically placed calls-to-action (CTAs), contact forms, and live chat features were strategically integrated throughout the website to optimize lead generation and conversion, guiding prospects towards becoming qualified leads. Post launch, we saw a 34% increase in returning users and increase in content engagement.
connectRN
More than just a nursing agency, connectRN needed a bold, distinctive and progressive visual identity and website that would set it apart as a credible category leader.
New website was designed to increase lead generation and conversion of two audience groups - nurses and healthcare facilities - without alienating either. The new design system was scalable and modular, allowing connectRN to easily add new content, campaigns and pages as new offerings are introduced.
Adidas #NeverDone
The world's best athletes look outside their sport for new ways to train. We created a campaign to show young athletes what it means to train creatively like pro's do, and how elements from other sports and apply them to their own. They are never done learning and challenging themselves.
We worked with professional athletes such as Kevin Pillar, Connor McDavid, Tessa Virtue and more.
Ontario Lottery & Gaming (OLG)
Using Design Thinking to redefine lottery play among Gen Z & Millennial audiences, cross functional agency teams (search strategists, data analysis, UX researchers and account leads) worked together to uncover pain points, needs, and wants of the future lottery players. We developed a new persona, a robust customer journey, and ideas along each touchpoint, solving for the critical moments along the journey.
Leveraging the ‘How Might We’ design thinking framework, we facilitated an idea generation workshop to solve for the business challenge we identified, keeping the Gen Z persona in mind. By framing our challenges as opportunities, we redefined and repositioned the lottery play to be more appealing to this audience.
Mc Donalds
The website refresh prioritized the customer in McDonald's responsive web experience. It empowered marketing teams to quickly adapt to market opportunities via easy-to-create templates. Key features and improvements included:
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Real-time nutrition calculator for customized product information
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Promotional page development for improved SEO and analytics tracking
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AODA accessibility compliance
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Updated CMS (Adobe Experience Manager) to meet global standards
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Enhanced product photography and product finder.
IAMS CAT
We created a campaign to showcase how IAMS premium nutrition helps promote healthy vitality throughout the life of your pet, shifting its creative strategy away from the typical functional, more scientific approach to a more humorous and emotional one. We tapped into the idea that cats aren’t so different from humans. We created a series of digital videos (tapping into consumers’ love for online cat videos) revealed cats in similar life scenarios as what we humans face, from birthday parties to moving day to antiquing in retirement.