Transformative Change
Digital Experience Management | HubSpot Integration
Tamarack Institute is a Canadian social enterprise committed to community engagement and solving major societal issues.
Responding to an evolving digital landscape, Tamarack embarked on a two-year transformative journey to revitalize their online presence. A reimagined digital ecosystem would replace outdated legacy offerings, integrating a redesigned website with dedicated platforms for learning and content, enhanced ecommerce capabilities, and a streamlined data analytics infrastructure.
With a focus on human-centred design, brand perception, and operational efficiency, Tamarack aimed not only to modernize, but to enhance user experience, engagement, and accessibility.
The project began with an in-depth audit to evaluate the existing user experience and brand perception. This audit identified areas for improvement, including inconsistencies in design, lack of mobile-friendliness, and overwhelming content. Key brand attributes such as inclusivity, warmth, and connection were established to guide the redesign process.
The Tamarack team was engaged in defining key brand insights to inform strategy, design, and identity.
A brand workshop delved into the greater good behind Tamarack’s work. By understanding the unique promises of Tamarack’s brand design, participants clarified the values at the core of their identity, ensuring consistency in messaging and actions.
Humanizing Tamarack’s brand allowed staff to explore personas and attitudes, defining tone and voice by considering attributes such as cadence, rhythm, and velocity. Drawing on prevalent keywords from workshop exercises, participants distilled their brand message into a mantra to serve as a guiding beacon for creative inspiration and brand communication.
The brand workshop unified Tamarack in defining a cohesive brand identity reflecting its mission, values, and aspirations, and laying the foundation for a compelling digital presence to resonate with its audience.
The new look and feel of Tamarack's brand embraces the organization's vibrant nature while introducing modern updates.
The relaunch aims to convey a sense of connectedness and showcase the diverse communities impacted by Tamarack’s work. The warm, high-contrast, slightly desaturated editing style of visual elements adds depth and human connection to the rebrand, fostering a relatable and engaging experience for viewers.
The brand relaunch not only modernizes Tamarack’s visual identity but also reinforces its commitment to driving positive change in communities. By embracing inclusivity, authenticity, and visual vibrancy, the relaunch sets the stage for a refreshed and relevant brand presence.
By ensuring a consistent expression of the Tamarack brand through various visual elements, including logos, graphics, colours, fonts, and photography, the relaunch aimed to evoke a sense of friendliness, sincerity, and confidence.
Tamarack's new digital ecosystem smoothly integrates three distinct platforms into one cohesive and intuitive user experience.
Consolidating content, courses, and resources into one unified ecosystem simplifies navigation and access to information, creating a coalesced journey for visitors. Users can fluently transition between educational materials, learning resources, and curated content, fostering deeper interaction with Tamarack’s offerings.
By seamlessly blending instructive, informational, and community-driven elements, Tamarack strengthens its online presence, expands its reach, and reinforces its position as a thought leader in community-driven change initiatives.
This innovative integration allows Tamarack to occupy multiple positions on search engine results pages, enhancing visibility and exposure to potential audiences. With each platform contributing unique content and functionality, Tamarack can capture a broader spectrum of search queries and attract diverse segments of users. Consistent use of targeted SEO strategies, aimed at conquesting new audiences, segmenting existing ones, and retaining engaged users, enhances organic search rankings, improves discoverability, and drives qualified traffic to Tamarack’s digital ecosystem.
Underpinning Tamarack’s learning and content offerings, the ecommerce engine facilitates seamless engagement with learners through subscription models, bundle offers, and loyalty rewards. Easy subscription management and barrier-free access enhance user experience, driving adoption and satisfaction among learners of all interest levels.
Real-time insights and monitoring form the backbone of Tamarack’s digital engagement strategy, enabling data-driven decision-making and optimization. By leveraging data solutions tied to specific needs and preferences, Tamarack ensures efficiency, flexibility, and personalized experiences for its users.
Tamarack’s digital transformation strengthens its online presence and attracts a broader audience, elevating engagement, accessibility, and impact across all touchpoints.
With a focus on community engagement and transactional functionality, the website offers a personalized, mobile-minded experience for users.
The Learning Centre empowers users to intelligently manage their educational journey, offering guided, personalized opportunities for skill development.
The Content Hub plays a vital role in amplifying Tamarack’s digital presence, enabling the organization to tell compelling stories and engage with its audience meaningfully.
Community Commitment
This new digital ecosystem represents a transformative shift for Tamarack Institute, embodying its core principles of connection, belonging, learning, and impact. By prioritizing accessibility, engagement, and user-centric design, Tamarack aims to empower changemakers worldwide and drive positive social change at scale.
