Invest in Brampton — Website Redesign for Economic Growth
Website redesign for City of Brampton business growth
Project Overview
Under contract with BTA Advertising, I led the redesign of the City of Brampton’s Invest in Brampton website. The city wanted a digital platform that would position Brampton as a modern, business-friendly hub in the Greater Toronto Area. My role was to direct the information architecture, lead UX and UI design, and collaborate with stakeholders to deliver a responsive website that could attract new investors and entrepreneurs. The redesign answered the essential question: Why should business owners invest in Brampton? The new site had to highlight Brampton’s strategic location, economic incentives, skilled workforce, and track record of success stories, presenting them with energy and clarity.
Problem Statement
The old Invest in Brampton website was outdated, overly corporate, and uninspiring. It relied on dense text, uninspired visuals, and a confusing navigation structure that buried important information about incentives and sectors. Instead of reflecting Brampton’s dynamic growth, it left users disengaged. The site failed to showcase economic development opportunities, municipal incentives, and business-friendly advantages in a way that could drive contact or generate investor leads.
Problem Solution
I reimagined the site as a digital hub for investment attraction, built on modern UX/UI design principles and a clear content strategy. The solution emphasized storytelling through data and visuals, presenting Brampton as a world-class business hub while guiding users toward taking action. For example, the Key Sectors page was restructured to showcase industries like advanced manufacturing, health sciences, and technology with bold photography, data visualization, and streamlined calls to action. This not only engaged users visually but also delivered essential content quickly and clearly.
Creative Process
The redesign began with moodboards to explore foundational design elements — typography, iconography, textures, and color palettes. This allowed stakeholders to align early on the creative direction, giving the project a strong foundation.
In parallel, I developed site maps and wireframes to reimagine the content hierarchy and user journeys. User testing confirmed that the navigation prioritized critical sections like incentives, location advantages, and success stories.
Once structure was validated, I moved into high-fidelity UI design, combining the approved moodboard direction with wireframes. Pages such as Launch Here illustrate how early layouts evolved into dynamic, investor-friendly content hubs. The result was a modern design system that reflected Brampton’s ambition while ensuring accessibility and responsiveness.
Key Features & Flows
The redesigned website introduced a responsive design system with bold typography, dynamic color treatments, and line elements that symbolized motion and progress. The homepage was rebuilt to highlight pathways for entrepreneurs to locate opportunities, explore incentives, and connect directly with the city’s economic development office.
The Newsroom section became a living hub for press releases, blog posts, and video content, showcasing Brampton’s economic momentum in real time. Case studies of major employers gave the site credibility, presenting success stories from companies that had already invested in Brampton. Every feature — from navigation to interactive data — was crafted to increase engagement and drive inquiries from potential investors.
Outcomes
The final Invest in Brampton website redesign transformed a dated municipal portal into a modern, responsive digital platform that embodied Brampton’s ambition and growth. It improved engagement metrics as users spent more time exploring incentives, key sectors, and business case studies. The site now confidently represents Brampton as a top-tier business hub in Ontario, with a scalable design system ready for future growth.
Stakeholders reported greater confidence in using the website to pitch Brampton to potential investors. For the city, the redesign became a flagship tool in positioning Brampton as a world-class destination for business investment.
