Burnaby Meals on Wheels

Introduction
Meals on Wheels originated in Great Britain during World War II. The Women’s Volunteer Service for Civil Defence, who delivered canteens and meals to British servicemen expanded their service to provided food for people who had lost their homes in the London Blitz. After the war, the service was continued for those who could not prepare meals for themselves and adopted internationally.
On April 26th, 1993, The Burnaby Meals on Wheels Committee evolved into a separate non-profit society. While continuing to deliver hot western meals, the Home Delivery Meal Program has expanded to include Chinese, vegetarian, diabetic and frozen meals, bag lunches, and frozen breakfasts.

The ask
Burnaby Meals On Wheels had an outdated brand and website that wasn't bringing forward the energy and vitality that their food brings to their clients. Rather than the cheap processed and sodium-rich packaged dinners that other meal delivery services offer, Burnaby Meals On Wheels focuses on fresh ingredients to make simple, wholesome meals that are good for the body. This was paramount to the successful rebrand.
There were also issues with the website: convoluted and outdated; users couldn't easily sign up or find the information they were looking for. It was hard for staff to update, and worse yet - wasn't responsive to format correctly on mobile devices.

The Solution
Weight Creative created a simple, clean logo design that would be much more legible at a glance, especially when paired with creative imagery. We chose photos of simple, fresh foods to be paired with the brand – speaking volumes about the quality of their food and nutrition before a word is ever read.
Driving traffic to donate or volunteer was one of the biggest metrics used to measure the success of the website. Weight Creative created clear paths to these conversions along with curating and organizing content in a way that allows users to easily find what they are looking for. Almost every page has a section on it with clear, vital call to actions: Want to donate? Want to get involved? Interested in registering? All of these actions are never far from a user at any given time and when paired with bright, contrasting icons and strong language, these call to actions were a huge success in driving user conversions to get people involved.