Challenge

CUPS came to us with a website that was underserving its audiences. Navigation was confusing, program details were hard to find, and the site as a whole felt cluttered and impersonal.

The new website needed to do much more than look better. It needed to function as a clear, welcoming tool for people navigating complex, often urgent situations. It also needed to reflect the heart of the CUPS brand – and the spirit of dignity, clarity, and care that runs through all of their work.

We started by listening. Working with the CUPS leadership team and Client Advisory Committee (CAC), we ran a discovery process that included website audits, peer reviews, audience mapping, and content strategy. Client collaboration was essential – and often transformative – in shaping design elements, language, layout and image choices.

Result

The result is a best-in-class nonprofit website – clear, compassionate, and designed around user needs. A new Help Guide directs clients to the right services through a simple decision tree, while program pages now feature consistent layouts, contact details, and eligibility info. Navigation was streamlined with mega-dropdown menus that show key pages with short descriptions and images, helping users find what they need without overwhelm. The site is mobile-first, accessible, and easy for the CUPS team to manage. Donor pathways were simplified, and the Careers page was redesigned to better reflect CUPS’ values and attract talent.

Visually, the site elevates CUPS’ refreshed brand with warm colours, rounded shapes, strong photography, and custom icons. We also created a photography brief to help CUPS build a more representative and resonant image library. Feedback has been overwhelmingly positive – from clients who find the site friendlier and easier to use, to leadership who feel it finally reflects the professionalism and compassion of their work. From homepage to program finder, every page puts people first.