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Figma, WordPress, Elementor

TOOLS USED

YEAR

Fall 2020 – Summer 2026

  • Rebuilt the navigation and split content into clear pages

  • Introduced an evolved brand look with interactive elements

  • Added clear calls to action, including newsletter sign-ups

  • Updated the weekly newsletter layout, which once existed only in subscribers’ email inboxes — I built out an intuitive website post layout with sub-menus and better hierarchy

  • Brought major analysis pieces (elections, budgets, fall economic statements) out of emailed PDFs and into navigable pages on the site

OUTCOME

Clients and staff found the new newsletter far easier to read, and analysis pieces stopped getting buried in inboxes. I continued to refine the templates and held tutorials so that less tech-savvy staff could update the site on their own. The design stayed in use for nearly six years.

WHAT I DID

The old site was okay. Just okay. In my original proposal I flagged that:

  • It didn't reflect the brand Summa wanted to project, and it wasn't memorable

  • Everything lived on one long page with no clear structure, so visitors got lost

  • Some links were broken

  • It had no clear goal — how could visitors fulfil CTAs if we didn’t have any for them to action?

PROBLEM

Prospective clients checking out what Summa offers, and existing clients who read the weekly political summary and major analyses

AUDIENCE

[MOCKUPS]

product-mockup.png

[DYNAMIC ANALYSIS PAGES]

newsletter-mockup.png

[IMPROVED WEEKLY NEWSLETTER LAYOUT]

[CONTACT]

Contact (Before).jpg

[BEFORE]

Contact section does not include a clear CTA, and no links

Contact (After).jpg

[AFTER]

Includes a form for visitors to fill out if they have inquiries, links to Google Maps and Summa's email address for ease of use

[NEWSLETTER SIGN-UP]

Newsletter (Before).jpg

[BEFORE]

Only one newsletter sign-up button on the whole website, which opens an outdated-looking popup

Newsletter (After).jpg

[AFTER]

Newsletter sign-up is visible in the footer of every page and throughout the website (e.g., on the insights page or within blog posts)

[TEAM]

Team (Before).jpg

[BEFORE]

Unfriendly and overly serious feel, odd UI (clicking on headshot opens a poorly styled overlay of the person's bio)

Team (After).jpg

[AFTER]

Team's personality comes through here — hovering over headshots displays a 'fun' version, showing a hobby, favourite sports team, home province and more. UI is improved: when headshot is clicked, a sidebar opens to show the person's bio and contact info

[HOME]

Home (Before).jpg

[BEFORE]

Difficult to navigate, did not reflect Summa's brand identity, broken links, no CTAs 

Home (After).jpg

[AFTER]

Intuitive navigation, more 'approachable' feel, clear CTAs and next steps for visitors

PROJECT DETAILS:

SUMMA WEBSITE REDESIGN

In 2020, I pitched and led a full redesign of Summa's website, then kept evolving it for nearly six years.

WANT TO WORK TOGETHER?

LET'S TALK

catherine.baril@live.ca

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