Small Business BC
Brand Toolkit & Application
At the time of joining in 2022, Small Business BC (SBBC) was undergoing the process of rebranding. They had contracted Monday Creative, a Vancouver based agency to reimagine their visual identity, and design the face of their new website. We collaborated to modernize the colours, typography and visual components of the brand. Once approved from stakeholders I implemented the new design identity across all of our channels.
The Digital Transformation Project
Alongside Monday Creative I designed a collection of reusable components, styles, patterns, grids and image guidelines that ensure consistency across web pages and interfaces. The end result was a library of UI components , along with a standardized set of typography, including fonts, sizes, and line heights for text elements. The system also established a colour palette, within our brand guidelines to represent various types of information on the website, aiding users in navigating our extensive range of products, resources, and services.
Card components that cater to diverse products and services.
On primary landing pages, a combination of product, article and topic cards in a 4,3,2 or 1 grid layout allow for easy scanning and flexibility in the design without over whelming the user.
Product Cards feature an image and a “tag” that inform the user with the delivery format of the product or service. CTA’s further advise the user how they will be interacting with the product ie. download template vs booking an appointment. In order to reduce clutter, descriptions are only shown when cards are in a 1 column layout.
Topic Cards help users narrow their search. Depending on the placement primary, secondary and tertiary designs are used to funnel site visitors to product landing pages.
Streamlined wayfinding
SBBC’s catalog spans dozens of products and services – with a variety of attributes and areas of focus.
We created a product listing page that showcases product type, product title, price, in-line content marketing blocks, a robust filtering system and a visual filter system that allows customers to find exactly what they’re looking for at a glance.
In showcasing all of SBBC’s offerings on one page users are able to find what they need more effectively. The internal team is also able to curate merchandising opportunities throughout the year, and highlight specific products or services to align with campaigns.
A conversion focused PDP page
Product display pages are crucial to converting potential customers. By Placing the CTA in an intuitive, obvious place right beside the image carousel we make it easy for customers to interact with the product. The side by side layout also allows for the CTA to “stick” so that users can scroll to learn more about the product and still “add to cart” at any point.
All of the necessary information the users need to make their purchase decision with confidence is included in the “add to cart card”
that is highlighted in SBBC’s brand colour green. Having all of the product details presented at a glance helps boost the users interest and leads to successful transactions.
As the in-house creative lead at Small Business BC, I led a brand modernization initiative that refreshed the organization’s visual identity, website, and marketing collateral.
Related Project
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