Our client was delivering premium health and safety services to Alberta's toughest industries. Their old website wasn't telling that story. We were hired to change that — and ended up building something nobody in the industry had done before.
My role: Designer. Strategist. Project lead.
I led the full project from strategy through delivery — brand identity, information architecture, UX, visual design, and development management. My team handled development. Every decision, every page, every system — I designed it.
I was transparent with our client from the start: we had never done a project quite like this before. But I was confident we could deliver — and we did.
What I delivered?
Four pillars. One cohesive result.
Brand elevation
Logo design and full color palette developed to position the client as a premium brand in a competitive industry.
Flyer-format page design
Every inner page designed as a standalone, print-ready flyer so the website doubled as a marketing asset library.
SEO-informed architecture
Navigation menu items were designed as search keywords — turning the site structure itself into an SEO strategy.
Landing page design
A dedicated XD-designed landing page to support lead generation alongside the main website.
The innovation
Behind the website, we built something the industry hadn't seen.
Our client's core service involved building complex compliance manuals — a process that took up to 15 days per manual. I designed an automated system where clients answer a structured question flow, and the manual builds itself. What took 15 days came down to a few hours. I designed the question flow and the branching UX logic. My team built it.
Building this system taught me something important about human behaviour — people don't like answering serious compliance questions alone. So we redesigned the experience around that insight. There were technical challenges too. Some we solved. Some were ready for a next phase that never came.
That's a story worth hearing in person.
Where the project stands today
Big projects have big stories.
The website is no longer live in its original form. The client went through significant personal and business changes and scaled back her operations considerably. Maintaining a high-value, custom-built site comes with ongoing costs — and as her business downsized, so did her digital footprint.
But what we built — and what we learned — was real, it was delivered, and it was ahead of its time.
See the work :)
The brand identity and inner pages are documented across my portfolio.