Launching a content marketing hub for a top tier university
OUR SERVICES INCLUDED
STRATEGY & CONSULTATION
INFORMATION ARCHITECTURE
WEB DESIGN
Designers:
Laura Stobbe & Aida Viziru
The University of British Columbia (UBC) partnered with us to expand their digital content distribution strategy. Our task was to create a robust content marketing hub that would showcase UBC's stories, increase brand awareness, and strengthen engagement with key audiences.
UBC Beyond features expert insights and research from UBC, making complex topics accessible and relevant to everyday life.
PROJECT GOALS
- Build a centralized platform for distributing branded content to key audiences
- Showcase UBC's research through compelling, original storytelling
- Enable content discovery for different audience segments
- Create an efficient system for multiple units to contribute, manage, and amplify content
Beyond homepage design
Approach & solution
We combined strategic consultation, information architecture planning, and custom web design to transform UBC's content distribution capabilities while prioritizing an intuitive user experience for both audiences and content creators.
Beyond article page design
Our work was conducted in collaboration with UBC’s Brand and Marketing in-house team which included content managers, writers, designers and developers, social media managers, and UX researchers.
Strategic consultation
We conducted in-depth stakeholder interviews and workshops to understand UBC’s content ecosystem, audience needs, and brand objectives. This helped us develop a framework aligning the design and technical solution with UBC’s content marketing goals.
Information architecture
We collaboratively designed an intuitive IA to prioritize content discoverability, efficient tagging, and navigation paths at the intersection of audience interests and brand objectives.
The flexible content structure allows UBC to showcase both timely and evergreen content effectively. The hub’s architecture enables content to be discovered through multiple pathways, ensuring high engagement stories remain accessible long after publication.
Web design
We delivered a modern, responsive design that emphasizes visual storytelling while maintaining accessibility standards. The platform stands distinct from other UBC digital properties while staying true to core brand elements.
The design features flexible content templates that support various storytelling formats, from long-form articles to quick reads and photo essays, allowing content creators to choose the most effective way to share their stories.
Through this collaboration, we helped create a dynamic content marketing platform that met the team's immediate content distribution needs, while positioning UBC for long-term success in digital brand storytelling.