Responses by Jon Webber, digital creative director, Zulu Alpha Kilo
Background: As the hub for ParticipACTION’s Everything Gets Better When You Get Active brand platform, the purpose of the site is to inspire and inform Canadians about how getting active can help people do better in all of the unexpected aspects of everyday life: poop, age, friend, focus, sleep and sex, just to name a few. The website provides the next layer of detailed support content for each of the “Betters” featured in the national promotional campaign, while also delivering the context for why and how people can get active. Array of Stars did the web development for the site.
Highlights: The clean, vibrant look of the new brand platform and advertising was a major influence on the design and style of the website. On top of the campaign-specific “Betters” content, the site’s other core features focus on distribution of government Activity Guidelines for various age groups, promotion of the annual Report Card on child and youth activity and publication of ongoing thought leadership and inspirational blog content.
Favorite details: Landing on a user interface and experience that allowed this very colorful visual language to shine through, while also being capable of presenting the dense, text-heavy core content of the site.
Navigational structure: We wanted the design and navigational experience to reflect the brand ideals and positioning, so we used the campaign tagline “Everything gets better when you get active” as our jumping off point. Navigation was designed to elicit exploration and discovery—supporting the “Everything” part of Everything gets better. Loading animations, transitions and scrolling actions add to the narrative, creating a constant sense of motion that inspires users to move more themselves.