Role: Lead Designer, Project Lead & Project Manager
Duration: Several months
Type: Website redesign and content strategy
The Bigger Picture: Establishing Content Strategy at Cantina
Content Strategy was frequently requested by clients but represented a significant gap in Cantina's digital offerings. Drawing on my experience developing content strategies for companies like Stride Rite and Wolverine Kids Group, I defined a Content Strategy practice from the ground up and worked with sales to incorporate it into RFPs and identify appropriate clients.
Within two months, Cantina secured three individual content strategy contracts: CEP, EstateSpace, and Intel. All three clients praised Cantina's content strategy work, with CEP seeing positive revenue gains as a direct result.
The CEP Challenge
CEP needed a comprehensive website overhaul. Their existing site suffered from unclear information architecture, outdated branding, and inconsistent messaging that failed to effectively communicate their value proposition and connect with their target audience.
My Approach
I earned CEP's trust and secured them as a content strategy client, then led the entire project as designer, project lead, and manager:
Information Architecture & Design:
Restructured their IA to improve findability and user flow
Refreshed the brand identity for a more modern, cohesive look
Redesigned the homepage and several key internal pages
Complete Content Strategy Overhaul:
Developed comprehensive messaging frameworks to clarify their value proposition
Conducted a full content audit to identify gaps and opportunities
Created an editorial calendar to maintain consistency and momentum
Facilitated messaging map workshops with the client to transform their copy to be more UX-focused, direct, and impactful
Impact
CEP saw positive revenue gains directly attributed to the website overhaul and content strategy work. The engagement demonstrated the value of Cantina's new content strategy practice and helped establish it as a core service offering.
