Kindred Culture 


Kindred Culture is a dance organization that gives people a positive outlet to express themselves, build a sense of community, and support charitable organizations.

Team Members

Catherine Ho

Alvern Alquinto


Wireframe + Mockups






Adobe Illustrator


April 2020 (3 weeks)

project overview

In response to the COVID - 19 pandemic, Kindred Culture needed to transition into an online community to keep up in a virtual world. Through online dance classes, online programs, and community discussions, Kindred Culture is catering towards the Mississauga dance community. By re-designing the website and the brand, the goal is to enhance the user experience and interaction with the brand.

original design


There is an inconsistency with the element alignments. There is no clear grid being followed for text, images and boxes. 

The font choice also does not meet web accessibility standards, as it is a thin font.

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font choice

colour contrast

The colour contrast in the schedule and programs do not meet web accessibility standards, making it difficult to read the text in gold boxes.

cluttered information

The information in the programs section does not properly fit in the boxes, making it appear too cluttered. 


hero image

The original design had a dance video that was taken inside the studio, however, it did not represent Kindred Culture's current efforts to change to an online platform.

call to action

To increase the visibility of "Online Classes" and "Online Programs" I added CTA's to navigate to the pages with more information. 

promote online activities

Adding the choreography videos helps inform the users of what classes are being offered.

enhance with graphics

The use of graphics will enhance the representation of what type of content Kindred Culture offers. 

2 column layout

Simplifying the layout into 2 columns helps structure the information so that it is easy to understand. 


style guide



navy blue









Bebas Neue Regular


DIN Neuzeit Grotesk


Avenir Light

The style guide helped with the consistency throughout the whole website and reflected the current branding of the company. However, creating a minimal design with strategic use of the colours and font produces a modern clean approach to online dance classes/ programs.



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online classes

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*grid change

The layout for online classes has changed to a 3-column layout because of the increased number of classes

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design rationale

Interaction + Design

By dissecting the user journey of the original design, I was able to produce a minimal design that simplified the users' navigation. Also, changing the design to a multi-page site increases the company's SEO and is easier to guide the user to specific pages when purchasing or signing up for classes.

Branding + Copywriting

I narrowed down the information for a more concise copy to ensure a clear layout of online classes and programs that Kindred Culture offers. Since the information on the website is constantly updated, the style guide aids in any revisions to the site. I worked with the studio owner and leadership teams to further develop the brand voice on all aspects of the website (photography, graphics and copy). 

/ The simpler the better. 

The main goal for this redesign was to reduce the clutter and reorganize the information hierarchy with the enhancement of visuals. The user flow is now simplified and the copy highlights new online services that Kindred has launched.