D'Esterre Centre

D’Esterre Seniors’ Centre Association is a great non-profit place for older adults to fill up their day with great activities and socialize with friends. It offers many services and hosts many events and activities, but its branding can be reworked to help promote them better. After looking at D’Esterre’s Strategic Plan, our team decided to offer a rebranding of the organization as a solution to many of its challenges

Our team aimed to use the rebrand as a chance to increase donations, memberships, and volunteer engagement through social media and community marketing. For my part, I was tasked with redesigning the current website to make it more visually appealing to match the brand while maintaining the existing, well-functioning information architecture.

According to D’Esterre’s Strategic Plan, the centre’s members found the website easily accessible and didn’t have trouble navigating and finding information. That said, the UI could be improved and modernized to attract a wider audience. The existing information architecture was analyzed and kept almost the same. Improvements were made to the layout and organization of the content to make it easily digestible through a clearer hierarchy.

The next steps to this project are to conduct usability testing with the targeted age groups, further improve the website, and then propose the rebranded materials to the D’Esterre Seniors’ Centre Association. We believe the rebrand is something the Centre has long been hoping for, and the updated website could serve as a key tool to drive greater engagement