Mypoppy.ca

Website design
Branding
UI design

In 2018, the Royal Canadian Legion asked Critical Mass to find a meaningful way to connect with Canadians. Our objective was to reach a wide demographic of Canadians while hearkening to the value of honoring veterans and their sacrifices. We created a flow that seamlessly got people to donate, make a poppy and share on social media.

I was a part of the concept team, directing the look and feel of the website. My team decided to reimagine the poppy as a symbol of Canadian pride, evoking shared values and culture among Canadians past and present. We highlighted Canadian celebrities who participated in the campaign to generate more interest.

By the end of the campaign,
30,000 poppies were sold and many Canadians – including Prime Minister Trudeau himself – shared the Poppy and contributed to the campaign.