Project Background
The U.S. Apple Export Council (Canada) is a mission-driven organization dedicated to promoting U.S. apple varieties in the Canadian market. Their previous website and branding did not accurately represent the freshness of their fruit or the relevance of their offerings. The project required a complete brand refresh and digital upgrade to position the organization as modern, engaging, and in tune with Canadian consumer behaviours.
We led this entire transformation, which included creating a refreshed visual identity, developing a streamlined WordPress website optimized for performance and content, and establishing an ongoing technical support framework to ensure sustained effectiveness in the market.
We refreshed the U.S. Apple Export Council Canada’s brand and website to better showcase their apple varieties and connect with Canadian consumers.
Objectives
Modernize the Brand: Create a refreshed logo and identity system that honours the apple heritage while feeling contemporary.
Revamp the Website Experience: Design a clean, intuitive site with clear navigation, accessible content, and mobile-first performance.
Elevate Engagement: Use high-quality imagery, seasonal recipe content, and promotional messaging to boost consumer awareness of U.S. apple varieties.
Enable Long-Term Growth: Build an easy to manage CMS and provide ongoing maintenance, so the organization can adapt campaigns and content over time.
Key Features Delivered
Brand Identity Refresh: A new logo, updated colour palette, typography, and visual system designed to reflect vitality and quality.
Responsive Website in WordPress: A full redesign built on WordPress, ensuring easy content updates, reliable performance, and mobile responsiveness.
High-Impact Visuals & Content: Large imagery of apple varieties, recipe sections, and consumer-focused storytelling to connect emotionally with the Canadian audience.
Performance & SEO Optimization: Site speed improvements, on-page SEO, and analytics integrations to track campaign success.
Ongoing Support & Maintenance: Post-launch technical support and content management assistance to ensure the platform remains secure and effective.
Our Approach
Discovery Phase:
We held stakeholder interviews to understand brand history, campaign objectives, and Canadian market needs. Competitor and consumer research informed a brand positioning and content strategy.
Design & Development Phase:
Wireframes and interactive prototypes were prepared in Figma for client review. The visual design incorporated brand-driven elements, accessible layouts, and mobile-first functionality. Development occurred on WordPress, integrated with analytics, content tools, and performance enhancements.
Implementation Phase:
We optimized meta tags, headings, image alt texts, and caching mechanisms for improved search visibility and site speed. Dynamic content elements supported seasonal promotions and recipe features. Analytics tracking was configured to enable measurement of user behaviour and campaign impact.
Results
Increased user engagement and time on site (specific figure available if desired).
Reduced bounce rate through improved design and navigation.
Achieved higher search visibility for targeted fruit- and recipe-related keywords in the Canadian market.
Improved ability to manage content and campaigns via CMS, leading to more frequent updates and stronger consumer connection.
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