Northern Pass
Brand identity - Website design and development - UX research - Merchandising - Video
About Northern Pass:
Northern Pass was a new promising idea to gather elite cyclists to ride and raise funds for The Princess Margaret Cancer Foundation. The target was well-connected cyclists that ride in groups and take their sport seriously. They are usually financially independent, have high paying jobs, and would spend over $5,000 on their bikes.
About the project:
My team was approached by Northern Pass stakeholders to design a brand identity for this new cycling event. While differenting from other Princess Margaret cycling event to avoid internal competition.
In my role as a lead designer, I was responsible for:
- Created a new brand identity that would have Muskoka greenery, hills and roads, feel modern, and elegant.
- Collected images from the web, and partnered with the event ambassadors to produce new images for all communications.
- Guided the design of all merchandising used to promote the event in partnership with producers.
- Created a simple but visually informative website to allocate all information from the event.
- Developed a new Front-End code which was implemented in Kentico CMS.
The Brand:
The Website:
My next step was to research the design for a new, simple, one-page website, along with it, the process to acquire the images from the event amassors. Conducted a throughout information architecture process which reduced text and made the content more direct.
The new Northern Pass website design was easy to code and to deploy on Kentico CMS. It turned out to be the template of choice for many events at The Princess Margaret Cancer Foundation.
Video Production:
As part of a team, I helped to create the background video for the website's header section.
Partnerships:
Guided internal graphic designers, third-party printers, and production designers to create coveted, eye catching, premium merchandise.
