ACLC: Reinventing the Parent Brand website and Microsite.

  • Information Architecture
  • Website Design


We were approached by the Army Cadet League of Canada to reinvent and re-position their Expeditions and parent website. The site needed to create a more immersive and tactile experience for the audience as well as grow the League’s online community. It also had to serve as an ongoing publishing vehicle for the League.

From ten day treks in the North West Territories, to the Pyrennees Mountain Range, to Basecamp at Mt Everest, the Expedition provides a once in a lifetime opportunity for cadets. The new site captures the spirit of adventure and brought emotion to its online identity. A longitude and latitude metaphor added spatial dimension, while gripping photography created immediate impact. The bilingual website also offers page-to-page French translation.