CPP INVESTMENTS | Content Design + Copywriting
Email to Contributors + Beneficiaries
PROJECT
CPP Investments manages the Canada Pension Plan, helping ensure that more than 22 million Canadians have financial security in retirement. As the previous Year in Review was marred by slow component loads and imagery providing no explanatory value, the Fiscal ‘24 Year in Review needed to be a more seamless and engaging experience. An accompanying drive-to-site email sent to contributors and beneficiaries was also developed.
APPROACH
To ensure a site experience providing visitors an immersive, relevant, and accessible single-page overview of the fund’s performance entailed:
Conducting internal stakeholder interviews to identify business objectives and key messaging points.
Incorporating audience insights from focus groups to ensure the narrative addresses their concerns and perceptions and is relevant to Canadians at different stages of work and retirement.
Creating a messaging hierarchy and identifying related content that forms the design framework and fosters user engagement.
Leveraging progressive disclosure and animations as interactive storytelling elements, from data visualizations to card carousels and expanding modules.
SERVICES
Content Design, Copywriting