About Captivate
Captivate Collective, founded and run by Liz Richardson and Deena Zenyk, help accelerate growth with bold engagement strategies that motivate and activate customers at all stages of their journey—from acquisition to advocacy.
From a more personal perspective—I’ve had the pleasure of working with both Liz and Deena many times over the years, both at Influitive and as a partner for Captivate Collective.
Anyone who’s met Liz knows exactly what I mean when I say that Liz is a joy.
Anyone who’s met Deena knows exactly what I mean when I say Deena is a pro.
The Projects
Brand Expansion & Overhaul
Digital Asset Creation
Video and Animation Production
Comprehensive Website Development
Projects and Partnerships
I’ve worked with Captivate Collective for numerous projects over a number of years. This ranges from branding, digital, print, video, animation, UX/UI, and a brand-new website built in Figma and Webflow.
As an organization on the rise, Liz and Deena wanted a website to accelerate that journey.
We had a clear goal for the website: bold, engaging website to advocate for advocacy. I’d designed many webpages for myself and clients, but this was the largest and most complex site I’d built from scratch.
Our biggest hurdle was a lack of brand guidelines and assets. We had a logo and lots of ideas, but everything else would have to be built from scratch. Or at least collected and modified to fit the needs of the brand.
Structure
Collaborating closely with Liz and Deena, we built a comprehensive site map. It was a hefty list of pages given the size of the org at the time—but we wanted to future-proof.
Tech
This project was also my deepest dive into Webflow. It helped me hone my skills and find a great flow in designing each page. Other tools used include paper, pencil, and Figma.
Foundational blocks
Liz and Deena are the leaders in the Advocacy Marketing space. We had to evoke leadership, creativity, and strong, foundational knowledge across the website.
Discussions led to the idea of a stacked-brick grid system. After extensive testing in Figma, we realized it would work extremely well with our limited but expanding brand colour palette and design elements.
The logo’s main shapes became our building-blocks for images, and a series of grid systems we built into Webflow worked wonders.
HOMEPAGEStrategy and Services
With a wide range of strategic and service offerings, I created several unique layouts to be re-shaped and repurposed with Webflow libraries and components.
STRATEGY AND SERVICES PAGEPLATFORM OPTIMIZATION PACKAGEFlexibility
The goal of the brick structure was to provide flexibility—more layouts, less to think about.
ADVOCACY FOUNDATIONSDesign is iterable
Since the initial brand launch, we’ve continued to iterate and expand on the website. New offerings, new resources, new ideas. The team has expanded as well—now with a full-time team of nearly 10 incredibly smart, hard-working people.
Feel free to explore the current website—I may not have designed and created every page, but I did make sure Liz and Deena had a strong foundation to build upon.
More than just the website
Another project the Captivate team brought me in for was The Remedy campaign. We built it to create anticipation for the brand launch. The concept centred around the oversaturation of marketing materials in our inboxes, notifications, etc. Too much noise—too much static.
The campaign ran on the Influitive platform, an engagement and advocacy software designed to foster community involvement and drive brand advocacy.
The goal was to use a marketing platform for something genuinely unique.
Thematically, the idea was to cut through the static of the usual online marketing by engaging with the “static” head-on.
Each activity card within the campaign was crafted to engage users and encourage participation, leveraging the platform’s interactive features.
Visual Theme
Utilizing a library of stock illustrations, we created a set of visually engaging but slightly uncomfortable images. We wanted to pique curiosity and discomfort.
Thematic Relevance
Animated motion graphic assets aligned with each challenge's theme, enhancing clarity and creating a sense of purposeful chaos.
Platform Restrictions
Influitive required these images to fit two scales in one file—a large announcement image, and a card image—and the only formats allowed were GIFs and JPGs. Not super flexible.
