In the last iteration of CFL.ca I worked on an revamp of the website that would improve the user experience and repeat traffic for the website. Our ideas was called "Our League. My Team." A new approach and digital platform for the CFL that curates content (scores, news, editorial, video, e-commerce, etc.) based on a user’s favourite team, delivering a experience that is deeply personalized and contextually relevant, at all levels of engagement.

Concept Art

A website designed for the fans outward.

The creative focus is to provide a personalized, curated user experience that compiles and delivers content through the lens of your team. While a persistent CFL feed of content is always within reach, your team’s news, stats and video take prominence, allowing you to access the information and stories you care about most. Throughout every touchpoint, your journey is branded and delivered in the voice of your club..

Design in the browser
Design in the browser
Design in the browser
Design in the browser
Design in the browser

My Role

  • Ideation & Creative Lead
  • Web & UI Design
  • UX Design


The Secret Location