Next.js
Supporting Cast Canada
Spearheaded the redesign of a nonprofit website, elevating user experience and engagement through innovative design and optimized functionality.
The Challenge
Formerly known as PAL Canada, the organization needed a new identity that better reflected its national mandate while making its mission more accessible and memorable. The challenge was to evolve the brand without losing the trust and legacy built over decades.
The Approach
I helped reposition the organization around the new Supporting Cast Canada name, developing a brand identity and digital experience rooted in its connection to Canada's arts and entertainment community. The new creative direction used the language of performance and community to create a cohesive identity across the website, social channels, and supporting brand materials.
After
The project began with a fundamental question: how could PAL Canada evolve its identity to better communicate what it does and the community it serves?
The answer was Supporting Cast Canada, a name that captures the organization's role in supporting the people behind Canada's creative and performing arts community. The new name provided a stronger foundation for storytelling while creating an identity that could resonate with both existing supporters and new audiences.
I developed the visual identity around the concept of the supporting cast, translating the language of theatre and performance into a modern, approachable brand system. The identity was then carried through the organization's digital presence and supporting marketing materials to create a consistent experience across touchpoints.
The website was redesigned and developed as the primary hub for the new brand, making it easier for visitors to understand the organization, discover its programs, find local PAL chapters, get involved, and support its mission. Content and information architecture were structured around the organization's audiences and key calls to action.
The result was a cohesive brand and digital experience that gave Supporting Cast Canada a stronger platform to communicate its national role and build the next chapter of its organization.
increase in conversions
of pages successfully migrated to modern build