My creative journey at Canlan Sports
Canlan Sport is a leader in the multi-sport recreation sector, dedicated to building sports communities that positively impact lives. As the largest private owner and operator of 17 sports complexes across Canada and the U.S. In this role, I collaborated closely with stakeholders to support marketing and operational design needs while keeping the brand guidelines fresh and up-to-date. I got to dive into projects across all Canlan brands, contributing to designs that help make sports more fun and accessible for everyone.
ROLE
Graphic designer
TIMELINE
Sep 2023 - Mar 2024
SKILLS
Digital Design
UI Design
Typography
Color theory
Motion graphic
TOOLS
Figma
Illustrator
Photoshop
After Effect
Landing pages that are attention-grabbing and welcoming
Designing landing pages that not only grab attention but also make visitors feel instantly connected is something I truly enjoy. From crafting eye-catching visuals to designing smooth, user-friendly layouts, I worked on landing page solutions, my focus is always on bringing the campaign’s purpose to life while ensuring an effortless user experience. In each project, I worked closely with the marketing manager and design lead, making sure every landing page hit the mark—whether that meant boosting conversions, engaging users, or sharing a compelling brand story. My goal is always to blend creativity with strategy, creating pages that not only look great but also drive results.
Revamping Web Pages for Better Functionality and Purpose
When redesigning website pages, my focus is always on finding better solutions that not only improve the visual appeal but also enhance functionality and serve a clear purpose. I worked to identify key issues in the original design and approached the redesign with thoughtful solutions that aligned with the overall goals.
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Problem
Understanding the real issues
In analyzing the original web page, I identified several key issues:
Redundant Text: Repetitive content cluttered the page and obscured key information.
Poor Content Hierarchy: A lack of clear structure hindered user navigation and reduced conversions.
Disorganized Layout: An overcrowded design confused users and made important details hard to find.
Overused Terms and Conditions: Taking up too much space, detracted from the overall user experience.
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The strategy
A simpler experience, optimized for communicating details that matter
Before diving into the new design, I carefully reviewed user flows for visitors who open the website and go through the team registration or game enrollment process. By understanding these user needs, I chose a bento UI style to clearly and simply present information and streamline the process. This approach makes it easier for users to quickly find the details they need and sign up for the season's games directly, creating a more efficient and user-friendly experience.
Designing effective print materials
I had the opportunity to work on a range of print design projects, including posters, banners, conference materials, rack cards, flyers, and brochures. My focus was on creating visually compelling designs that align with the brand identity and drive action. For each project, I considered the specific print medium, the target audience, and the overall goals to ensure the materials were not only eye-catching but also effective. By balancing creativity with strategic thinking, I delivered designs that captured attention and clearly communicated the intended message.
Creating motion graphics for social and digital screen at each complex
Working on motion graphics projects was a great chance to develop my skills. I handled internal requests for animated videos designed for both social media and digital screens at each complex. For social media, I aimed to create eye-catching and playful graphics that stand out in people's feeds. For the digital screens at the complexes, I focused on designing engaging videos that enhance the viewer’s interaction with the content. Each project allowed me to blend creativity with functionality and deliver visuals that capture attention.
Reflection & Learnings
While working at Canlan Sports, I had the valuable opportunity to participate in marketing meetings, which gave me deeper insights into the company’s business models and directions. This experience inspired me to leverage my design skills to help the company grow and strengthen its connection with customers.
Adapting to Different Formats
Designing for various platforms helped me become more adaptable and versatile. I developed the ability to adjust my design approach to fit the specific needs and contexts of each project, ensuring that the final product was both effective and visually engaging.
Wearing Multiple Hats
Handling diverse tasks—from designing animations to coordinating with stakeholders—allowed me to broaden my skill set and adapt to various roles. This experience emphasized the importance of versatility and being proactive in different aspects of projects.
Overall through my experience at Canlan Sports, I was able to improve my project and time management skills to the next level. Leading various projects helped me build confidence in my design abilities and strengthened my capability to handle complex tasks effectively.
Thank you!
To the design lead, Troy and the marketing team for all your support and collaboration! Your insights and feedback were really valuable and made a big difference in how the designs came together. I appreciate the opportunity to work with such a talented team and learn from each of you. It’s been a rewarding experience, and I’m grateful for your guidance throughout the process.
