About the Organization
BC Recreation and Parks Association (BCRPA) brings people, knowledge, and resources together to drive healthy living initiatives across the province. They champion policy, educate leaders, train fitness professionals, and deliver programs that create safe, active, and inclusive communities.
Objectives
- Enhanced User Experience: Create a significantly more user-friendly, intuitive experience.
- Audience Clarity: Clearly define and differentiate BCRPA’s primary audiences.
- Streamlined Content: Simplify and refine website content for clarity and impact.
- Engagement: Increase engagement with members, partners, and funders.
- Brand Alignment: Align the website with BCRPA’s new, aspirational brand identity.
- Support Key Priorities: Highlight BCRPA’s initiatives in climate change, reconciliation, equity, diversity, inclusion, and physical inactivity.
- Post-Launch Support: Provide ongoing support and quality assurance post-launch.
- Flexible Content Management: Implement a fully responsive solution backed by WordPress CMS.
Results
135 %
Conversion Rate
83 %
Engagement Rate
Prototyping
BCRPA has existed since the 1950s, and their old site had been accumulating ad-hoc content for over a decade. The site was incredibly difficult to navigate due to a side menu with content that changed depending on which page a user was visiting. There were undiscoverable pages, information was outdated and couldn’t be updated without a developer. And, excitingly, they were undergoing a huge rebrand.
Reorganizing and prioritizing all of that content was an information architecture challenge, but their team came in armed with a site audit, ready to collaborate. The biggest restructures were to the Fitness area, Programs, and Education. We created new layouts for these and other content areas, which can be modified per instance as needed by adding and removing components from their new block library.
Style
BCRPA underwent a full rebrand, and we were excited to apply that to the new site. Their colour palette was significantly expanded, which gave us a variety of playful colours to work with. We added looping backgrounds and image overlays that echo their new logo design, plus fresh icons and subtle hover effects on buttons.
Bringing it All Together
The new BCRPA site is bright and full of movement. The new menus provide clear paths to content – in fact, their team reported a significant decrease in phone calls about fitness programming, which was previously buried. Many key pages have seen a massive increase in search engine traffic. And because it’s built on our flexible site builder platform, Refoundry, their team can now make global and page-specific edits to content, settings, and layouts without a developer.
See the Finished Site
Go explore the full website, then come back to discover more of our work!
View Website
