The Well
Produced digital and physical marketing assets at The Well, contributing to improved engagement and more cohesive on-site experiences across multiple touchpoints.
Role:
Digital Content Designer
Focus:
Content design, multi-touchpoint marketing
Tools
Adobe Creative Suite, Canva
Newsletter Redesign
Redesigned The Well’s newsletter to improve readability and engagement by prioritizing skimmable content, clear hierarchy, and quick scanning.
Results
93k+
Opens
1.3m+
Annual Sends
11k+
Clicks
0.3%
Unsubscribe Rate
Delivered at scale across ongoing CRM campaigns, reaching over 1.3M annual sends.
Layout & Structure
Designed a modular layout that prioritizes key content, improves hierarchy, and supports quick scanning across sections.
Approach
Shifted from dense, text-heavy layouts to a more digestible format by:
Prioritized key content above the fold
Reduced cognitive load through clearer hierarchy
Designed for quick scanning over deep reading
Tourism Brochure
Targeted at out-of-town visitors discovering The Well for the first time.
Designed a tourism brochure distributed across Toronto hotels to introduce The Well to visiting guests and encourage exploration both on-site and online.
Approach
Balanced essential information with visual storytelling for quick in-room browsing
Structured content to guide guests toward visiting the website and planning their visit
Prioritized clarity and readability for easy, on-the-go reference
Campaign & Event Supporting Assets
Developed a range of supporting assets to enhance seasonal campaigns and on-site experiences.
The Well Pet Social
Holiday at The Well: Influencer Crawl Map
Designed a map that guide users through physical spaces and encourage participation in on-site activations.
On-Site Installations (vinyls, windows, signage)
Developed large-scale graphics to promote programming and increase visibility across high-traffic areas of the property.
