Website Redesign & Development for
Prepared for Douglas & Viren · Northpine Foundation
Prepared by Content Workshop / Lush Concepts · February 2026
Prepared by Content Workshop / Lush Concepts · February 2026
The Opportunity:
A Website That Tells Your Story
A Website That Tells Your Story
The Foundation
- A family foundation investing in underserved communities: formerly incarcerated individuals, refugees, and youth in transition care.
- Active across Winnipeg, Scarborough, and Newfoundland & Labrador.
- A clear mission, and a communications strategy that deserves a digital home to match.
The Challenge
- Current Platform: The existing site was built internally across multiple versions, and the Zoho integration never went live, leaving the team with duplicate data entry and information falling out of sync.
- Audiences: The site wasn't designed for stakeholders with different needs. There is no tailored journey for potential investees, government funders, end-beneficiaries, and the general public.
Why Content Workshop?
We strive to emulate the following core values in our work:
Trust
Accountability
Curiosity
Quality
Support
Storytelling is our strong suit.
Our company is led by content strategists and marketing executives with decades of experience.
Every writer and strategist has an MA, MFA, or PhD in their field of specialty and extensive writing experience.
Our graphic designers have won multiple Addy Awards in design.
One of our sound engineers even has a Grammy!
Our web developers and technical experts bring deep expertise in modern web technologies, UX design, and digital infrastructure.
Who We Are
Content Workshop is a brand storytelling agency led by founder David Ebner. Lush Concepts is a design-led digital creative studio founded in 2001 by Ryan Payne, with over 1,000 projects completed for 150+ clients. Lush Concepts merged with Content Workshop in 2025.
Together, we bring strategic planning, content strategy, UX and visual design, WordPress development, SEO, and ongoing digital marketing under one roof.
Strategic Planning
Audience journey mapping, site architecture, and communications strategy alignment — built around your mission and the communities you serve.
Content Strategy
Narrative-first design, content templates, editorial frameworks, and storytelling systems that give your Impact Directors the tools to publish with confidence.
WordPress Development
Custom themes, complex content types, directory systems, accountability displays, and Zoho integrations — platforms your team owns and controls.
We understand mission-driven organizations, the transparency expectations of government funders, and the nuance required when telling stories about vulnerable populations.
Our Work
Children's Wish Foundation
Services Provided
- Strategy & Planning
- Project Management
- Design & Responsive Web (WordPress)
The Challenge
The bread and butter of a non-profit organization rests on two factors: donations, and the work that the donations fuel. Children's Wish focuses on making wishes a reality, but without donations, they can't make the impact that is so dear to them.
What We Did
We led the design and a User Experience journey that would increase donations.
Our Work
Renos for Heroes
Services Provided
- Design & Responsive Web (WordPress)
- Maintenance & Monitoring
- Online Donation
- E-Commerce Payment Integration
About the Client
Renos for Heroes is a charity founded by Jim Caruk, Master Contractor and HGTV Host, which dedicates renovation and building services to the families of the men and women who have sustained injuries while serving our country.
What We Did
We helped setup online donation (including tax receipts), and also setup online payment solutions for their annual gala fundraiser, golf tournament, and walkathon.
Our Work
AAP — Association of Administrative Professionals
Services Provided
- Membership Portal Development
- Document & Payment Development
- Design & Responsive Web (WordPress)
- Maintenance & Monitoring
- Bilingual Language Support
About the Client
With over 1,000 members, the Association of Administrative Professionals (AAP) is a Canadian based organization that seeks to establish a national standard of qualifications for administrative professionals across both private and public sectors.
What We Did
For more than five years, we have been working with the AAP (established in 1951). Our mandate expanded from platform migration to building a members portal enabling users to renew memberships, view national documents, and access members-only learning resources.
How Should the New Website Function?
Portfolio-Driven Storytelling
An extension of your communications strategy, where each portfolio tells its own story with its own visual identity.
Curated Impact Platform
Centers the how, what, and why of Northpine's approach, and the human impact of its work.
Alignment & Self-Filtering
An information source to inspire aligned organizations, and help those not aligned to self-filter before outreach.
Transparency Interface
For government and the Canadian taxpayer, keeping Northpine accountable, not the investees.
Resource for End-Beneficiaries
Clear navigation to funded organizations with contact details and service descriptions.
Audiences & Journeys
The redesigned site will serve four distinct audiences through intentional routing from the homepage:
Potential Investees & Aligned Organizations
Portfolio-specific pages with investment criteria, approach, and what Northpine doesn't fund, enabling self-filtering before outreach.
Government & Institutional Funders
Accountability pages with rolled-up outcomes, anonymized data, and annual financial statements, making Northpine's model legible without requiring a direct conversation.
End-Beneficiaries
Clear navigation to funded organizations with contact details and service descriptions.
General Public
Founders' story, organizational transparency, and curated impact narratives.
Sitemap: Portfolio Journey
Northpine Homepage
- Curated stories
- 6 portfolio entry points
- About Northpine positioning + how we invest
- Rolled-up accountability numbers
- Founders' story
Portfolio Homepage (×6)
- Portfolio outcomes and accountability
- Investee/external story feed
- Investee list
- About this portfolio - population, context, needs, focus areas, rationale
- Carousel of curated venture stories
- How we fund and what we look for
- What we don't fund
Individual Story Pages
- As told by Impact Directors
- New investments this quarter
- Links to investee stories on their sites and media sites
Investee Profiles
- Organization mission statement
- Website link
- Link to stories
- No venture details
Sitemap: Organizational Journey
About Northpine
- Team bios
- How we invest
- What we don't fund
- Founders' insights, letters, thought pieces, and stories
- How we track and measure outcomes and impact
Accountability & Transparency
- Annual financial statements
- Anonymized outcome numbers: table and/or PDF
- Combined all-ventures list
Phase 1
A New Website
A complete redesign and rebuild on WordPress - custom-designed, portfolio-driven, and built to serve distinct audiences from day one.
Discovery & Strategy
Goals, audit, audience journey mapping, site architecture, and Zoho integration planning.
Custom Design & Art Direction
Clean, minimalist, narrative-first visual design. Reusable content block templates. Mobile-first responsive layouts.
WordPress Development
Custom theme, 6 portfolio sections, investee directories, story content types, accountability pages - a platform your team owns and controls.
Content Migration
Migration from existing site any text, images, page structure - optimized along the way.
SEO Foundations
Baked into architecture from day one: meta, headings, URLs, Core Web Vitals, GA4, and Search Console.
QA, Testing & Launch
Cross-browser testing, performance optimization, training session, and 30-day post-launch warranty.
Phase 1 — Choose Your Path
Northpine has two pathways to launch. Both deliver a modern, custom-designed WordPress website - the difference is in the depth of design exploration, development complexity, and content support.
Tier 1 — Foundation
Core pages, custom WordPress theme, 6 portfolio sections, investee directories, content migration, and mobile-responsive design. Everything you need for a strong, professional launch.
$18,920
Tier 2 — Comprehensive
Everything in Tier 1, plus portfolio-specific design treatments, advanced filtering and search, interactive accountability displays, SEO keyword strategy, content templates, and pilot story development.
$28,820
Both tiers include: custom WordPress theme, all 6 portfolio sections, investee directory pages, story content type, accountability and transparency pages, content migration, mobile-responsive design, and 30-day post-launch warranty.
Tier 1 — Scope Details
Discovery & Strategy
- Stakeholder alignment session
- Audience journey mapping
- Information architecture and sitemap finalization
- Content inventory and gap analysis
Timeline: 1–2 weeks
Investment: $1,760
Investment: $1,760
Custom Design & Art Direction
- Clean, minimalist, narrative-first visual design
- Homepage and portfolio page concepts
- Responsive design across desktop, tablet, and mobile
- Reusable content block templates for portfolio pages, venture stories, and investee profiles
- Two rounds of design revisions
Timeline: 3–4 weeks
Investment: $6,600
Investment: $6,600
WordPress Development
- Custom theme build from approved designs
- 6 portfolio sections with consistent structure
- Investee directory pages
- Story/news content type with portfolio filtering
- Accountability/transparency section
- SEO-optimized page structure
- Contact and routing functionality
- Content migration from existing site
Timeline: 4–6 weeks
(overlaps with design)
Investment: $8,800
(overlaps with design)
Investment: $8,800
QA, Testing & Launch
- Cross-browser and device testing
- Performance and speed optimization
- Launch support and training session
Timeline: 1 week
Investment: $1,760
Investment: $1,760
Tier 1 — Investment Summary
Tier 2 — What's Added
Everything in Tier 1, plus:
Expanded Design
(+ 15 hours)
(+ 15 hours)
- Portfolio-specific visual treatments within brand system
- Interactive story page templates
- Animation and micro-interaction design
- Founders' section with editorial design treatment
- Additional revision round
Advanced Development
(+ 20 hours)
(+ 20 hours)
- Advanced filtering and search across investees and stories
- Dynamic "New This Quarter" investment announcement system
- Enhanced accountability data display (interactive tables/visualizations)
- Portfolio-specific SEO keyword strategy and on-page implementation
- Schema markup for improved search visibility
Content Strategy Support
(+ 10 hours)
(+ 10 hours)
- Content templates and writing guides for each content type
- Editorial calendar framework for story publishing
- Co-development of 1–2 pilot venture stories as reference models
Tier 2 — Investment Summary
Tier Comparison
Both tiers include: custom WordPress theme, all 6 portfolio sections, investee directories, story content type, accountability pages, content migration, mobile-responsive design, and 30-day post-launch warranty.
Zoho Creator Integration
Scoped separately — discovery first, then a firm estimate.
What We Know
- Zoho Creator is the source system for investment data
- A WordPress plugin and API are available
- Flow integration has been tested but never went live
- Target data: funded organization listings, project status (active/completed), safe-for-public fields only
What We Don't Know Yet
- Data structure and field mapping
- API reliability and rate limits
- Which fields are safe for public vs. internal-only
- Whether real-time sync or scheduled sync is appropriate
Discovery Budget:
10 hours · $2,200
10 hours · $2,200
We'll use up to 10 hours to assess the integration path, map data fields, and produce a scoping document with a firm estimate for implementation. We will only bill hours used. If integration requires additional hours, we'll request approval before proceeding.
Content Development (Optional)
Northpine's redesign is narrative-first — the site's effectiveness depends on the quality of stories, portfolio descriptions, and investment rationale content. We can support content development to reduce that operational burden and ensure launch-ready content across all 6 portfolios.
Portfolio Narrative Development
A Brand Story style guide including target audiences, and messaging focusing on investment rationale for each portfolio . ~20 hours
Venture Story Writing
Research, interview, write, and design 2 featured venture stories per portfolio per year. ~10 hours per story.
Investment Announcement Templates
Develop a reusable press release template and produce the first 2 announcements as models. ~5 hours.
Investee Profile Copywriting
Write or refine organization descriptions for the investee directory. ~0.5 hours per profile.
Payment Schedule & Project Timeline
Payment Schedule
Net-15 payment terms. All amounts in CAD.
Project Timeline
Design and development overlap where possible.
We ask for 3–5 business day turnarounds on deliverable reviews.
We ask for 3–5 business day turnarounds on deliverable reviews.
Note: Tier 1 can meet this timeline with prompt feedback. If needed, we can phase portfolio launches — deploying 2–3 priority portfolios first.
Ongoing Site Care
WordPress requires regular maintenance to stay secure, performant, and functional. We offer a lightweight monthly retainer to keep your site running smoothly.
Site Improvement Pools
For larger updates, new features, or design changes beyond routine site care, draw-down hour pools offer a discounted rate with flexibility.
Common uses: new portfolio page builds, story page design updates, seasonal content refreshes, Zoho integration enhancements, accessibility audits.
How We Work Together
Feedback & Approvals
One round of major revisions and one round of minor revisions per deliverable. You'll have 3–5 business days to review each deliverable. If we don't hear back, it's considered approved so we can keep moving.
Scope Changes
If new requirements come up — and they sometimes do — we document the change, provide a revised estimate, and get your approval before any new work begins. No surprises.
What We Need From Northpine
- Timely feedback within review windows
- Board strategy document
- Zoho Creator access for integration discovery
- Content per portfolio: existing copy, stories, investee details, outcome data, and financial statements
- A designated primary reviewer with authority to approve
What's Not Included
- Copywriting or content creation beyond migration of existing content (unless optional content services are selected)
- Purchase of software, photography, fonts, or other third-party assets
- Additional language versions
Let's Get Started.
Northpine's mission speaks for itself. We'd love to help the website do the same: with the clarity, intention, and narrative quality your mission deserves.