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PROJECT TYPE: 

Digital Strategy & Community Building

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DURATION: 12 Months

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MY ROLE: 

Digital Strategist & Communications Lead, Website Design & Development, Content Creation, Event Planning & Promotion, Performance Analysis & Optimization

Project Context:

This project aimed to create a cohesive digital presence to engage the community and showcase the café as a vibrant creative hub.

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CLIENT:  Rhizome Canada (SYNONYM)

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Tools & Technology:

Adobe Photoshop, Canva, Google Ads, Wix, SEO, Edits, Instagram, TikTok, Microsoft Excel

Research and Planning

Project Description

SYNONYM is not just a Café Bistro, it’s a creative gathering place for artists, community members, and art lovers. My role as Digital & Communications Strategist has been to build and strengthen their digital presence, unify their brand voice, and curate a space for creative storytelling and community engagement.

Key Problems

  • Inconsistent online presence and outdated website.

  • Growing negative reviews that were hurting credibility and sales.

  • Low community engagement despite strong potential as an art and cultural hub.

  • Unclear brand identity and lack of storytelling around artists and events.

  • Minimal visibility for exhibitions, workshops, and partnering artists.

  • No digital strategy to support long-term growth or content consistency.

Project goals

  • Build a cohesive, modern digital presence for Synonym.

  • Redesign the website from scratch to reflect the brand identity and improve UX.

  • Establish a unified, authentic brand voice across digital channels.

  • Highlight local artists and curate meaningful narratives around their work.

  • Increase community engagement through consistent content and event promotion.

  • Improve public perception by addressing negative reviews and rebuilding trust.

  • Boost visibility and sales through strategic campaigns and cultural programming.

  • Create a sustainable digital strategy that supports long-term growth.

Research & Insights

I analyzed customer feedback, social media performance, café foot traffic patterns, and competitor benchmarks. Key insights emerged:

  • People were unaware of the events, artists, and creative programs Synonym offered.

  • Negative reviews often stemmed from misunderstandings or outdated information.

  • The community wanted accessible, culturally rich spaces—but didn’t know Synonym provided them.

  • The café’s story, values, and artistic collaborations weren’t being communicated online.

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These insights shaped a dual approach: strengthen the brand narrative and create real-life touchpoints that deepen community connection.

Our Solution and Proposed Strategy

Proposed Strategy

1. Digital Transformation

  • Full website redesign from scratch.

  • Clear information architecture, improved user flow, and a unified visual identity.

  • Detailed event pages, artist features, and a dedicated space for storytelling.

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2. Content & Community Building

  • Consistent social media presence featuring artists, behind-the-scenes content, and café culture.

  • A storytelling approach that humanizes the brand and builds trust.

  • Weekly content calendar for reels, posts, and artist highlights.

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3. Cultural Programming

  • Monthly art exhibitions (Artist of the Month).

  • Workshops, Write Nights, Art sessions, and local pop-ups.

  • Cross-promotion with local creatives to bring new audiences into the space.

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4. Reputation Management

  • Responding to reviews thoughtfully and transparently.

  • Clarifying policies, improving listings, and sharing accurate updates.

  • Creating posts that address common customer questions or concerns.

My Role & Achievement

Web Designer & SEO Lead

Designed and built the new SynonymShop website from scratch with a mobile-first approach, ensuring a seamless, user-friendly experience across devices. Optimized for UX, performance, and search visibility, the site showcases the café, its events, and local artists while reflecting the brand’s identity.

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Digital Strategist
Developed and executed a full digital strategy across the website, social media channels, Google Ads, and community engagement initiatives.

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Paid Media & Social Campaign Manager
Created and managed targeted paid social campaigns and Google Ads to increase visibility, foot traffic, and event attendance.

 

Content Creator & Photography Strategist
Produced branded visuals, reels, event posters, newsletters, and artist spotlights. Guided in-house photographers and developed a cohesive photography strategy to ensure high-quality, consistent social media content.

 

Event & Art Curator
Planned and promoted exhibitions, workshops, Write Nights, and community events, strengthening SynonymShop’s identity as a cultural hub.

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Performance Analyst
Tracked engagement, website traffic, SEO performance, and campaign metrics to continuously refine digital strategy and optimize results.

Impact

  • +11k Instagram followers achieved organically.

  • Higher attendance at events and workshops.

  • Growth in artist participation and community collaborations.

  • Improved public perception and increased customer loyalty.

  • Website engagement improved significantly after the redesign (longer session times, more event clicks, increased inquiries).

  • Revenue increased through events, catering, and growing foot traffic.

Reflection

This project proved the power of community-centred design. By aligning digital strategy with real-world cultural programming, Synonym was able to rebuild trust, strengthen its identity, and re-engage its neighbourhood. It showcased how thoughtful digital storytelling can transform a struggling local business into a thriving creative hub.

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