Company Name

Yardstick Services

Work Type

Web Design, Graphic Design

Introduction

Yardstick Services is a full-service digital marketing agency located in Vancouver, British Columbia.

My Role

At Yardstick Services, my role as Designer primarily consists of web design, graphic design such as Google Ads and social media posts, landing page design and client management.

My Work

In 2024, I was tasked with redesigning and modernizing the Yardstick Services website. Being a digital marketing agency, it is critical that Yardstick's website not only has high SEO value, but it's also important that the design is modern, cutting edge and user friendly. The website acts as both a sales tool and a portfolio piece, showcasing the quality of work that potential clients can expect when they work with Yardstick.

While brainstorming for this redesign, I took several variables into consideration:

• Imagery vs. Illustration
• Content hierarchy
• Colours & Fonts
• Competitive analysis

Typically when I design websites I will provide the client with 2 options. This gives me creative freedom to try more concepts and often clients will choose a combination of the two options.

For Yardstick Services, I created both a "Light" and "Dark" design, and adjusted some of the client's branding accordingly. Previously, Yardstick had a dark purple and red colour scheme throughout their branding. I made slight alterations to the logos and colours used in both examples, changing the dark purple instead to a shade of blue which is more bright and modern. Additionally, I used ample white space and smooth, modern fonts to help make the design breathe and not come across as overwhelming. In the "Light" version, I used colours sparingly to capture attention on key areas of interest, such as buttons and the industries section. I used illustrations more heavily than images as stock imagery for complicated digital marketing concepts can be difficult to source, and can quickly become dated. By using illustrations, there is still a visual attached to various sections of the site and we are able to use imagery to highlight portfolio pieces instead.

One of the primary goals of Yardstick's new website is to improve SEO, particularly for the 'Results' and 'Industries' pages. Each industry page will highlight how Yardstick has a proven track record of success in that industry. I prioritized the industries section on the homepage redesign to help drive traffic in to these pages as they will have very specific information tailored to potential clients.

Company Name

iAPSCC

Work Type

Web Design

Introduction

iAPSCC stands for the International Association of Planners, Schedulers, and Cost-Controllers. In 2023, the association collaborated with Yardstick Services to create a website for their official launch.

My Role

On this project, my role was to create web designs for all pages of the new website.

My Work

I worked closely with the client to understand their goals with the website, and understand the visual aesthetic they wished to achieve. The client requested a modern look-and-feel that did not feel like a "template". I created a few homepage options and presented them to the client who provided feedback that was incorporated into the design. Once the homepage was locked down, I created internal pages using the homepage's styling as a base.

For this design, I chose a dark aestheic, using brand colours such as light blue and yellow as highlights throughout. I used several radial gradients and box-shadows to help create depth in the design.

Company Name

WordZite

Work Type

Web Design

Introduction

WordZite is the sister company of Yardstick Services, with a primary focus on WordPress security.

My Role

On this project, my role was to redesign the existing WordZite website to modernize the brand and improve SEO.

My Work

I worked with stakeholders at WordZite to understand some of the flaws in the current site and proposed ideas on new sections that would assist with search engine optimization. I created a series of mockups for WordZite to review, and from these initial mockups the client provided feedback that ultimately resulted in the final design seen below.

Company Name

TruCon

Work Type

UI/UX Design

Introduction

TruCon is a two-sided online marketplace that connects truck drivers with employers seeking truck drivers for jobs.

My Role

For this project, my role was primarily providing architectural support and designing the entirety of the user interface as well as the public facing website.

My Work

Working with TruCon, I provided initial strategy based on my experience working with two-sided marketplaces at Voices.com. We white boarded each account type and developed a streamlined userflow so that the connection between truck drivers and contractors would be rapid. Once we developed a sitemap and user flow, I began designing the user interface for TruCon's web application primarily using Sketch.

Working with developers, I helped to ensure that my designs were closely being replicated in production, and I provided quality assurance testing from both a design and functionality perspective. Finally, I designed TruCon's public facing website and assisted in their product launch.

Company Name

Ascent Employment Law

Work Type

Web Design

Introduction

Ascent Employment Law is a law firm based in British Columbia, Canada with a particular focus on employment law.

My Role

On this project, my role was to redesign and migrate the existing Ascent website to WordPress.

My Work

After an initial discovery brief, I met with the client to better understand their wants and needs with a new website. Once I understood the aesthetic that the client was looking for, I produced a variety of homepage options and presented them to the client. Once a direction was chosen by the client, I continued to design the rest of the internal pages for the site including but no limited to Services, Blog and About Us. After the design was approved, I provided design QA on the development site before the new site was launched.

Company Name

Thinkspace Architecture

Work Type

Web Design

Introduction

Thinkspace is a commercial architectural firm located in Western Canada.

My Role

On this project, my role was to redesign Thinkspace's dated website.

My Work

I worked closely with stakeholders from Thinkspace to help modernize their web presence while maintaining existing branding. A particular area of focus for Thinkspace was their 'Project' pages, in which both 3D renderings of potential projects and real photography is of importance. After creating my initial designs and implementing client feedback, I designed internal pages and assisted with design QA to ensure my designs matched the newly developed website.

Company Name

JDS Energy & Mining

Work Type

Web Design

Introduction

JDS Energy & Mining is a British Columbia based oil and mine construction services company.

My Role

On this project, my role was to redesign and modernize JDS's web presence.

My Work

I worked with multiple stakeholders at JDS to understand what they were looking for in a new website. Once the aesthetic and pages of importance were clearly defined, I designed several mockups that were then presented to the client. Upon incorporating client feedback, I then continued to design other pages of the website including Contact Us, Blog, Projects and Services. Finally I provided quality testing and front-end development support on the development site.

Company Name

Intuition Liners

Work Type

Web Design

Introduction

Intuition Liners is a ski and snowboard boot liner manufacturer based in British Columbia, Canada.

My Role

Working with Intuition, my role was to redesign and modernize their e-commerce website experience.

My Work

After an initial design brief and conversations with the client to better understand their wants and needs, I began designing some sample homepage options. Due to Intuition's business being in the extreme sports industry, I used sharp, grungy textures in combination with action shot imagery to create a punchy, bold design.

I used a limited colour palette and relied heavily on black and white imagery to allow products to stand apart, and to maintain visual simplicity.

For the product pages in the store, I wanted to carry that 'extreme' aesthetic while maintaining a familiar shopping user experience. The website was developed in WordPress, making adding or modifying product listings a breeze for Intuition's employees. Additionally, I created Photoshop templates for Intuition so that they could easily take new product shots and add them to the website easily without the need to adjust positioning in code.

Company Name

FinTel Connect

Work Type

Web Design

Introduction

FinTel Connect is a financial services provider based in British Columbia, Canada.

My Role

With FinTel Connect, I provided web design and graphic design to create a redesigned website and branded templates for both internal and external communications.

Company Name

Yazdani Aesthetics

Work Type

Web Design

Introduction

Yazdani Aesthetics is a plastic surgery practice located in London, Ontario providing both surgical and non-invasive procedures.

My Role

Working with Yazdani Aesthetics, my role was to redesign and modernize their website experience to conform to their new branding.

My Work

After an initial in-person meeting with Dr. Yazdani and his team, I began designing based on our conversations and the general aesthetic of their branding. Emphasizing white space, minimalism and cleanliness, I created layouts for pages including:

• Homepage
• Services
• Procedures
• About & Team Bios
• Before & After Gallery
• Contact & Book An Appointment

Company Name

Engineering Link

Work Type

Web Design

Introduction

Engineering Link is a Canadian commercial architecture and engineering firm.

My Role

Working with Engineering Link, my role was to redesign and modernize their website experience. After consultations with multiple stakeholders in the company, I began designing a few homepage options that were presented to the client. Once an artistic direction was chosen, I populated several interior pages such as service pages to match the homepage aesthetic.

Company Name

MacCallum Law Group

Work Type

Web Design

Introduction

MacCallum Law Group is a family-run law firm based in British Columbia, Canada.

My Role

Working with MacCallum, my role was to redesign and modernize their website experience to match their new branding.

Company Name

TribeCX

Work Type

UI/UX Design

Introduction

TribeCX is an international customer experience consultancy firm with offices in London, Dubai and New York.

My Role

For this project, I was the UI/UX Designer and created mockups for new features on TribeCX's 'Origin' portal.

Company Name

Leggat Auto Group

Work Type

Web Design

Introduction

Leggat Auto Group is an automotive sales group with dealerships across Southern Ontario.

My Role

Working with stakeholders from Leggat, I created web designs to modernize Leggat's web presence.