Dockside
Waterfront Activation & Digital Engagement Campaign.
Business Challenge: Dockside was a prime waterfront property in Whitby that lacked public awareness and was not yet positioned for residential development. The objective was to activate the location through curated events, build early community engagement, and generate qualified interest ahead of future development phases.
Strategy & Execution
Following an on-site immersion and competitive review of regional destination and event platforms, we positioned Dockside as a lifestyle-driven waterfront experience rather than simply a future development site. A content-rich website served as the campaign hub, featuring immersive video storytelling while maintaining performance efficiency. Working closely with developers, I ensured media optimization and responsive functionality across desktop and mobile devices.
The custom RSVP system and automated email journey (registration, confirmation, reminders) created a structured engagement funnel, supporting event attendance while building a segmented contact list for future marketing phases.
My Role
As lead designer, I directed the digital and on-site brand experience, collaborating with marketing, developers, photographers, and stakeholders. My responsibilities included competitive analysis, user interviews, UX/UI design, event RSVP system development, environmental signage, and integrated email marketing.
