To launch Petro-Canada’s charity, I wrote a manifesto to familiarize people with the invisible troubles family caregivers face every day, then brought the brand to life with a website experience.

Being a new brand, education was most crucial my content strategy. And that’s what I focused on in creating the foundation’s new website, a place to tell the stories of Canadian caregivers and to unpack all the reasons why they themselves need support.

While I was really familiar with Petro-Canada’s tone, I had to craft the tone for this new entity, an offshoot of the parent’s company’s voice, but also wholly its own.

With research through interview analysis, I uncovered the major pain points caregivers face in their daily lives: their troubles are largely invisible to their community, time-consuming, isolating and ultimately, overwhelming.

My content approach prioritized stats as a scannable educational tool, alongside pull quotes that highlighted concerns, and separate pages for in-depth caregiver stories, resources and specifics on how CareMakers helps. By switching up content in this way, I was able to make the experience more visual engaging, succinct and effective, to ensure an impactful launch.