I designed and wrote this landing page to showcase Canada Produce’s flagship values: freshness, reliability, and sustainability in a clear and efficient way. Working with stakeholders, my goal was to craft concise, scannable copy that busy B2B clients could understand at a glance, paired with strong CTAs like Browse Catalogue and Register for Wholesale Access to drive meaningful user action.

The green color palette reinforces freshness and sustainability, while the Canadian flag in the logo highlights pride in supporting Canadian products—an important consideration given tariffs and the growing preference for Canadian-first sourcing. Each section was structured to build trust through service guarantees, partner recognition, and sustainability messaging, creating a landing page that aligns user needs with business goals.

Duration: 6 months

Methods: UX writing, information hierarchy, brand messaging

Tools: Figma, copy frameworks

I designed and wrote this Browse page to make Canada Produce’s wide range of fresh produce easy for wholesale buyers to navigate. The focus was on creating a clean, visual-first layout where large product images help users instantly recognize items, supported by minimal, scannable copy. Clear headers such as Fresh Vegetables and Tropical & Exotic Fruits organize the catalogue, while consistent prompts like Login/Register to shop & view pricing encourage users to take the next step.

To streamline discovery, I included a “Browse Aisles” section at the bottom with rounded category buttons, giving buyers multiple entry points into the catalogue. The design prioritizes efficiency for busy B2B users while maintaining brand consistency through bold green accents and imagery that highlights freshness and quality. This page supports both user needs and business goals by making shopping simple, intuitive, and action-driven.

I designed and wrote this Login page to provide a simple and welcoming entry point for returning users. The clean, minimal layout removes distractions, allowing buyers to focus solely on signing in. The header message Welcome Back was chosen to create a friendly, familiar tone that strengthens the brand’s approachable identity.

Form fields are clear and spacious, using recognizable icons for email and password to improve usability. The green CTA button reinforces the brand’s color palette while making the Sign In action visually stand out. Supporting links like Forgot Password? and Register With Us are placed strategically beneath the form to assist users who need quick redirection without cluttering the main flow.

This page emphasizes efficiency, clarity, and trust, ensuring users can access their accounts smoothly while maintaining brand consistency across the Canada Produce platform.