Elevate Impact Hub | Brand Strategy & Design
Project Overview:
The goal of this project was to develop a strong and cohesive brand identity for the newly established Elevate Impact Hub, a research hub focused on home and community care. The project involved not only creating the brand’s positioning and visual identity but also designing a user-friendly website that reflected the organization's expertise.
Approach:
To ensure the brand would resonate with its audience and meet the organization's goals, we followed a collaborative and strategic process:
Stakeholder Collaboration: We engaged key stakeholders to understand their vision, objectives, and expectations, ensuring the brand would accurately reflect the hub’s mission.
Brand Strategy Development: A comprehensive brand strategy was created, detailing the organization's positioning within the home and community care sector.
Naming and Visual Identity Creation: We developed a memorable name, Elevate Impact Hub, alongside a logo and visual identity system that embodied the brand's values—professionalism, trust, and innovation.
Website Design: The look and feel of the website were carefully crafted to balance professionalism with accessibility. We aimed to create an engaging user experience while maintaining ease of use for administrators.
Collaboration with Copywriter: Partnering with a copywriter, we developed wireframes for the site, ensuring the layout and content structure aligned with the overall brand strategy.
Training and Ongoing Support: We provided one-on-one training to internal staff and offered ongoing support to ensure a seamless transition and long-term sustainability of the site.
Deliverables:
Comprehensive brand strategy, including positioning and naming
Logo and visual identity system
Art direction and website template design
Results:
The Elevate Impact Hub launched successfully, quickly establishing itself as a leader in the home and community care research space. The new brand identity is recognized for its clarity, professionalism, and ability to communicate the organization’s authority in the field. The website, which is visually cohesive and user-friendly, has empowered the team to easily manage and scale it as needed.
University of Toronto | App Design & Marketing
Project Overview:
This project focused on designing a mobile app interface aimed at helping new international students at the University of Toronto access essential resources and information. I collaborated with a copywriter and the product development team to create a user-friendly app that would ease students' transition into university life.
Process:
To ensure a smooth and intuitive user experience, I led the creative and design processes, working closely with multiple stakeholders:
UI Design Leadership: Spearheaded the creative process, developing the overall look and feel of the app's user interface (UI) to ensure it aligned with both user needs and university branding.
Wireframes and User Journey Mapping: Created detailed app wireframes and a comprehensive user journey map to visualize how students would navigate the app and access key resources.
App Interface Design: Designed the main interface, focusing on simplicity, accessibility, and visual appeal.
User Testing and Refinement: Collaborated with international students to test the app, gathering feedback to refine and optimize the user experience.
Cross-Functional Collaboration: Worked closely with the content writer and developer to finalize the app’s design, ensuring seamless integration of content and technical features.
Deliverables:
Application wireframes and user journey map
App branding and complete UI design
Promotional materials (both digital and printed)
Outcome:
The app successfully launched in the Fall of 2022 to a pilot group of international students. It continues to play a vital role in supporting students as they navigate university life, providing a seamless resource hub. The app's positive reception has established it as a helpful tool for the university’s international student community.
Explore the app: www.oise.utoronto.ca/home/pepper-mobile
University Of Toronto | Web Design
Project Overview:
For this project, I collaborated with a copywriter and the team at OISE (Ontario Institute for Studies in Education) to design a responsive website template for their recruitment section. This design became the foundation for the larger rebranding effort across OISE’s entire website.
Process:
We followed a structured approach to ensure alignment with the University of Toronto’s branding and design standards while meeting the needs of prospective students:
Brand Implementation: Integrated the University of Toronto’s new branding direction and design standards into the website layout.
Responsive Design: Designed the recruitment section for both desktop and mobile platforms, ensuring a seamless user experience across devices.
Curated Photography: Selected and curated photography from UofT's resources to visually enhance the site.
Collaboration with Developers: Worked closely with developers and copywriters to implement the design, ensuring the visuals, content, and functionality were cohesive and user-friendly.
Deliverables:
Overall website look and feel
Individual page templates for future use and expansion
Outcome:
The newly designed recruitment section became the cornerstone of OISE’s rebranding efforts, setting the tone for the full redesign of their website. The modern, responsive layout has significantly enhanced the user experience for prospective students.
Explore the site: www.oise.utoronto.ca/future-students
Leadershift | Brand Strategy & Design
Project Overview:
The Ontario Community Support Association initiated a government-funded project to empower current and emerging leaders in community health care to strengthen their leadership skills. The goal of this project was to create an integrated branding and communications strategy to support the program’s development and long-term impact.
Process:
To ensure a cohesive and strategic approach, we worked closely with stakeholders to deliver a well-rounded branding and communication plan:
Stakeholder Collaboration: Engaged with key stakeholders to define the project’s vision, goals, and core messaging.
Communications Strategy: Assisted in developing a comprehensive communications plan and strategy for promoting the initiative.
Brand Creation: Developed the project’s name, logo, and visual identity, reflecting its mission to foster leadership within community health care.
Website and Resource Library: Designed a project website and online resource library to offer valuable tools and information to participants.
Marketing Materials: Created a suite of communications materials and customizable templates for the client’s ongoing use.
Ongoing Support: Provided strategic guidance and support throughout the 2-year project, ensuring successful implementation and long-term sustainability.
Deliverables:
Brand strategy, naming, and visual identity
Website design and development
Printed and digital promotional materials
Social media strategy and content
Video production for key messaging
Outcome:
Since its launch in 2018, the program has successfully equipped hundreds of healthcare leaders with the skills and confidence to navigate transformational changes in the sector. The project has become a cornerstone of leadership development in community health care in Ontario.
Learn more: www.leadershiftproject.ca
OCSA | Volunteer Recruitment Campaign Toolkit
Project Overview:
The Ontario Community Support Association (OCSA) aimed to support its member organizations in enhancing their volunteer recruitment efforts during the COVID-19 pandemic. The goal of this project was to provide a solution to volunteer coordinators that would address the decline in volunteers and other unique challenges posed by the crisis.
Process:
To effectively meet the needs of OCSA members, we undertook a collaborative and strategic approach:
Stakeholder Engagement: Worked closely with key stakeholders to identify the specific needs and challenges associated with volunteer recruitment in community care during the pandemic.
Campaign Development: Developed a "Done-For-You" marketing campaign that could be customized by member organizations to address their individual volunteer recruitment needs.
Creative Direction: Provided guidance and creative direction to the web development team to ensure a user-friendly experience for campaign implementation.
Launch Content Preparation: Prepared promotional content to effectively communicate the campaign to OCSA members and encourage participation.
Deliverables:
Volunteer Recruitment Campaign Toolkit
Customizable marketing templates and training materials
Social media strategy and content to engage potential volunteers
Outcome:
This two-year program significantly increased the impact and delivery of community support services during the pandemic. By equipping OCSA member organizations with tailored recruitment tools and strategies, the initiative helped to foster a more robust volunteer network in the community.
Township of Langley | Branding & Campaign
Project Overview:
The Township of Langley, BC, needed an innovative campaign to launch their curbside composting program to residents. The goal of this project was to create a compelling and engaging strategy that would capture attention and encourage community participation.
Process:
We developed a creative and comprehensive campaign through a series of collaborative steps:
Strategy Sessions: Facilitated workshops with key stakeholders to define project goals and messaging.
Communications and Campaign Planning: Developed a detailed communications plan and campaign strategy to effectively reach and engage residents.
Brand Creation: Created a unique name and visual identity for the composting program, ensuring it stood out and aligned with the Township's broader initiatives.
Marketing Design: Designed a variety of marketing materials, including stickers, mailers, vehicle wraps, and bus shelter ads, to generate buzz around the program.
Web and Video Content: Developed engaging web content and educational videos to inform residents about the program.
Team Management: Led a team of designers and copywriters to deliver cohesive and creative materials.
Deliverables:
Brand strategy, naming, and visual identity
Communications planning and campaign development
Printed and digital promotional materials (stickers, mailers, vehicle wraps, bus shelter ads, etc.)
Social media strategy and content creation
Photography and video production for educational materials
Outcome:
The campaign took a cheeky and humorous approach, breaking away from the typical waste management communication style. Instead of focusing on a standard list of compostable items, we highlighted absurd things that couldn’t be composted, creating a playful yet informative campaign. This approach led to a successful program rollout and earned the Township an industry award for innovation.
“Heather is a great person to work with. She brought some great ideas to our campaign and assembled a great team of professionals to work with. Her creations pushed us outside the box and the end products were well worth it.”
~ Harb Chohan
Lululemon | Packaging & Design
Client: Lululemon Athletica
I worked as an in-house graphic designer at lululemon to help with a variety of projects including t-shirt graphics, packaging, promotional materials, and naming projects.
Yes Unlimited | Website Design
Client: Yes Unlimited
Visit website: www.yesunlimited.ca
Overview:
Worked with Yes Unlimted to create a customized Sqaurespace website. Project included strategy, copywriting and design.
“Heather understands that your business is a part of your soul, and she helps you uncover your vision, and then she creates work that reflects your heart. To create my Yes Unlimited website she helped me with wordsmithing and then she presented me with a clean, easy-to-read design, with carefully selected colours to suit the personality and energy of my brand.” Tracy Shea-Porter, Yes Unlimited
Red Dot Campaign | Branding
Client: Eco Eco Consulting
Overview:
Worked with Eco Eco Consulting to support the branding for a public-facing awareness campaign geared at reducing junk mail delivery in Canada.
The Loft Pilates | Website & Social Media Graphics
Client: The Loft Pilates
Visit website: www.theloftpilates.com
Overview:
Worked with The Loft Pilates to create a customized Squarespace website and online marketing strategy that included social media, content creation and email marketing management.
“The more I dive into my website redesign, the more I realized how big the work we did together was. You unblocked me on a spiritual and emotional level which in return allowed me to move forward with my business." Myriam Pelletier