Project:

New Website and Branding

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Goals:

​Working with creative agency, Scream Blue Murder, we were tasked to completely rebuild PCEA's website from the ground up. ​

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Due to the complex nature of PCEA's business, with several interlocking elements, we needed to craft a design and tone that resonated with 3 key audiences: Legal professionals, psychologists looking to join PCEA and grow the team and parents/guardians of children seeking psychological assessment. As such, strict guidelines covering legal and scientific terminology had to be followed.

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One of the directors also requested we create space for their FASD assessment offerings. 

Results:

​We refreshed the look and feel of PCEA's website to be more welcoming and hopeful, giving the logo more room to breathe and updating the colour palette to inspire both trust and hopefulness. 

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Regarding the copy, I adhered to the guidelines for terminology (both scientific and legal) while crafting a voice that spoke with authority and knowledge, but also compassion as, for PCEA, the child always comes first. 

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We also needed to think strategically to anticipate and address key FAQs that site visitors may ask—depending on their background and reason for visiting PCEA. This was accomplished. 

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Moreover, we successfully created and implemented an all-new FASD site area, directing individuals towards the best local assessment, aid and support for FASD. 

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Since the site launched, PCEA has attracted several talented psychologists to the team, allowing them to expand their offerings. Legal professionals have also commented on the site's ease of use and informative properties. However, the greatest success has come from the assessment business area, with enquiries into FASD assessments skyrocketing—allowing PCEA to help more children and young adults potentially affected by FASD than ever. 

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It was a privilege to be part of such an important project and deliver outstanding results to this talented—and vital—team.