Few people understand the power of storytelling like Jennifer Lee, Associate Vice President of Marketing and Communications at SHN Foundation. As the architect behind the Love, Scarborough campaign and a driving force in redefining the Foundation’s brand presence, Jennifer has helped turn Scarborough’s signature grit into a rallying cry for better healthcare.

With the launch of the Foundation’s new website, created in partnership with Clear Space as a unified platform to connect hearts and inspire action, we sat down with Jennifer for a quick-fire conversation about purpose, creativity, and what it means to build a digital experience that truly reflects the community it serves.

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CS: Jennifer, thanks for taking the time to chat with us. Let’s start by talking about what the driving motivation was behind redesigning SHN Foundation’s website?

Jennifer: Sure. The main driver was that our old site had reached a point where it no longer reflected who we were. It looked dated, it was hard to update, and it didn’t capture the energy of our Love, Scarborough campaign or the growth happening across SHN Foundation.

We were also managing two different sites. One for the Foundation and another for Love, Scarborough. That setup made things complicated. As we began focusing more on digital engagement and online giving, it became clear that having two platforms was holding us back. It was hard to tell a single cohesive story, and the backend had been frankensteined too many times.

The redesign was an important part of our five-year strategic plan. It was about improving digital tools, building stronger donor engagement, and bringing our brand into alignment. Inside the organization, we wanted something our team could easily manage. Externally, we wanted to inspire confidence and generosity. We wanted people to see that Scarborough’s hospitals deliver excellent care and that both our staff and community are worth investing in.

CS: How does the new site help unify the Foundation’s story with the Love, Scarborough campaign?

Jennifer: We wanted one home for both. Visitors shouldn’t have to jump between two sites to understand how Love, Scarborough connects to SHN Foundation. It is all part of the same story.

We worked carefully to keep both voices clear. Love, Scarborough carries that bold emotional storytelling, while the Foundation represents credibility and transparency. Together they show who we are and what we stand for.

The main thing we hope people take away is a sense of pride. We want to show the uniqueness of SHN, the strength of the community, and the excellence of our hospitals, all expressed through that unmistakable Scarborough tone.

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CS: How does the redesign better serve your donors and community?

Jennifer: The new site makes it easy for people to take action. That might mean donating, signing up for an event, or simply learning more. The giving process is simpler now. Calls to action are clearer, and stories about impact are front and centre.

“We also wanted the site to encourage people naturally. It should inspire involvement without feeling forced. And representing Scarborough’s diversity was essential. The site had to feel authentic and inclusive.”

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CS: What changes or features are you most excited about?

Jennifer: To be honest, we’ve only been live for a short time, so it’s too early for analytics, but we’re already thrilled with how it looks and feels. The new homepage and navigation make everything easier to find. The design finally reflects the modern, confident tone we were after.

As you know, we haven’t finished all our backend training with your team yet, so we’re still getting comfortable with Webflow. Overall, it feels like a huge leap forward.

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CS: Accessibility and inclusivity were major priorities from the start. How does the site reflect that?

Jennifer: Yes, it was key that the site be accessible to everyone. It‘s fully AODA and WCAG 2.1 compliant, with strong colour contrast, scalable text, and complete screen-reader and keyboard support. It was also designed mobile-first, so it feels seamless on any device.

We built it with future language support in mind. Phase two will include translations in Mandarin, Cantonese, and Tamil so even more of our community can connect with us. Every part of the experience, from visuals to navigation to plain-language content, was created to make people feel welcome.

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CS: What was it really like working with the Clear Space crew? (No pressure.)

Jennifer: laughs Honestly, all good things!

“It was one of the most seamless partnerships we’ve had. You weren’t just taking direction, you were right there in the trenches with us, thinking strategically, problem-solving, and bringing ideas we hadn’t even considered.”

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You understood how complex our world is, balancing the hospital, the campaign, and our team. And you were patient. Like really patient. I can’t stress that enough.

The best part is you captured the heart of Love, Scarborough. You understood the emotion and the community behind it. That’s not something every creative team can do. And I’ll give you this: you made a complex project feel easy. Mostly. laughs again

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CS: Thanks for being gentle! Now let’s talk storytelling. It has always been central to your brand. How did that come through in the new site?

Jennifer: Storytelling is everything. People give when they feel something. Love, Scarborough has always been about showcasing our community and sharing real stories about their experiences and connections to SHN.

Photography plays a big role. We wanted the visuals to feel raw and human, to show the grit and pride that make Scarborough unique. Bringing that emotional tone into the design helps us stand apart from other foundations.

CS: How do you see the site evolving in the future?

Jennifer: Thanks to your team, it’s been built to grow with us. It’s modular and flexible so it can adapt as our needs change. New campaigns, event microsites, or tools like AI chatbots can all fit naturally into the platform.

We’re also connecting more data and insights through our CRM tools like Hubspot. This helps us understand our donors better and strengthen our digital strategy. The site positions us well for long-term success.

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CS: Finally, what do you hope visitors feel when they land on the new SHN Foundation site?

Jennifer: Pride. Inspiration. Connection.

I want people to see that SHN accomplishes so much with limited resources and that every contribution truly matters. We need support to help us continue climbing upwards. The site is bold, inclusive, and simple to navigate. More than anything, I hope visitors leave with a sense that SHN Foundation is a trusted, community-driven organization that reflects the heart of Scarborough.

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CS: Jennifer, thank you again for taking the time to share your perspective and for the incredible collaboration throughout this project.

Jennifer: It was my pleasure!