Amplify Care: Translating a new brand into an audience-first website

Project background

Amplify Care is a not-for-profit organization that helps healthcare providers deliver better care by using digital health solutions to streamline clinical workflows and improve patient outcomes.

After guiding Amplify Care (formerly eHealth Centre of Excellence) through a full renaming and rebranding process, it was time to relaunch their website, incorporating the new branding and bringing that same clarity and direction to their digital presence.

This was more than just a design update. The goal was to create a website that better served their audiences, showcased their expertise, and positioned them as leaders in the industry, thereby setting Amplify up for the next stage of growth.

The mission

The existing website was a pain point for both Amplify’s internal team and their audiences. It was clunky, text-heavy, hard to navigate, and even harder to maintain. The mobile experience was a particularly weak spot, and much of their valuable content lived in PDFs that weren’t user-friendly or accessible.

On top of that, the site’s structure reflected more of how Amplify worked internally than how their audiences naturally searched for information. For busy clinicians, government funders, and partners, finding the right resources and understanding Amplify’s solutions often meant digging through too much information without a clear path.

Our mission was to build a website that:

• Makes it easy for every audience to find the information they need.
• Presents Amplify as a modern, credible leader in digital health.
• Supports lead generation and marketing efforts.
• Gives Amplify’s internal team the tools and flexibility to easily manage and grow the site as it evolves.

Improving the site architecture

One of the biggest opportunities was rethinking how the site was organized. We worked closely with Amplify’s team to shift from an internal mindset to a true audience-first structure. This led to one of the most important changes in the project: splitting content into solutions and services, helping visitors clearly understand what Amplify offers and where to find what is most relevant to them.

We also tackled the “content sprawl” that had built up over the years. Previously, many resources lived in static PDFs simply because it was the easiest way to publish them. We converted all of these into fully built-out, searchable pages and custom post types, creating new relationships between content that improved both user experience and SEO.

Wireframing for usability, flexibility, and better content flow

With the architecture in place, we moved into wireframing to map out the user journeys and content hierarchy. Every page was carefully planned to ensure the right information appeared at the right time, guiding users toward clear next steps without overwhelming them.

For clinicians, that meant leading with benefits and quick explanations, knowing they’re often busy and short on time. Deeper content and case studies are still available but not forced upfront. For funders, we prioritized credibility, transparency, and the depth of Amplify’s impact, giving them confidence in Amplify’s work and future initiatives.

Throughout the wireframing phase, we kept CTAs, navigation, and content layouts flexible so the site could grow and adapt alongside Amplify’s evolving programs and priorities.

Design

With the new brand now established, the website was our first real-world application of Amplify Care’s modernized visual identity. Every design decision was made with their brand’s purpose, values, and audiences in mind.

We used their full colour palette with intention to create hierarchy and clarity:

• Teal for primary calls to action
• Dark green for backgrounds that separate content sections
• Dark navy to anchor headlines and hero areas
• Verdant green and yellow for accents, tags, and taxonomy filters

Subtle brand elements like rounded corners, speech bubble shapes, and layered iconography reinforce Amplify’s positioning as approachable, clinically driven, and digitally inspired. Custom icons bring clarity to key service areas, while thoughtfully selected stock imagery, combined with their own photography, give the site an authentic, modern feel that stands out in the healthcare space.

Animations and micro-interactions create movement to engage users without overwhelming them, helping Amplify feel modern and dynamic but still professional.

Development and building

On the technical side, the build is all about flexibility, accessibility, and long-term usability for Amplify’s team.

We built the site on WordPress using the Block Editor to give their team full control over content updates and future site expansion. Custom patterns allow them to easily build new pages and reuse layouts as programs grow. We also integrated Salesforce and Constant Contact, making sure the site connected seamlessly into their broader marketing and operations systems.

Accessibility was a priority throughout development, ensuring the site serves all users and meets best practices for inclusive design. Behind the scenes, the move away from PDF-based content dramatically improved accessibility, user experience, and SEO performance across the board.

The impact

The new Amplify Care website reflects the next evolution of their brand and sets them up for long-term success. Key outcomes included:

• A fully restructured, audience-first website that simplifies navigation, highlights their services and solutions, and better connects with both clinicians and funders.
• A flexible WordPress build that empowers their team to easily update content, add new programs, and manage resources without technical barriers.
• A professional, accessible, and mobile-friendly design that supports lead generation, showcases thought leadership, and gives Amplify a strong digital presence in the healthcare space.

“The work Amplify is doing behind the scenes impacts Canadians in meaningful ways. I’m proud to have created a clean, modern, and accessible website that helps clinicians digitize their practices, reduce admin work, and spend more time with patients. This new site also allows funders to see Amplify for the impactful force they are, helping drive support for initiatives that make healthcare more accessible across the country.”

– Ash Larizza, Digital Marketing Manager at Stryve