Second Cup x Olson (ICF NEXT) – Digital Brand Refresh & Loyalty Experience
Role: Senior Art Director & Lead Designer
While at Olson (now ICF NEXT), I led the digital transformation for Second Cup, Canada’s second-largest specialty coffee retailer and franchise. The goal: revitalize their online presence with a bilingual, mobile-responsive platform that delivered a seamless and engaging user experience.
Key Achievements:
Website Redesign: Created a fully responsive, immersive digital destination featuring refreshed branding, modern design, and enhanced functionality. The new site leveraged rich lifestyle and product photography to better connect with customers on-the-go
Loyalty Program – PERKS: Led the full design and development of PERKS, a new customer loyalty program designed to reward frequent visitors with enticing, easy-to-access incentives
Performance Results:
57% increase in unique visitors
11% increase in page views
15% decrease in bounce rate
Retail Alignment: Supported the launch of Second Cup’s signature store redesign, which set the direction for future retail locations
Recognition:
2014 W3 Awards – Silver, Food & Beverage category
2014 Awwwards – Honorable Mention
FWA – Shortlisted for Site of the Day