A Digital Experience for an Urban Landmark
Client: RioCan
Scope: Site map, wireframes and UI design
Role: Lead Designer
Agency: Blackjet
Overview
The Well is one of Toronto’s most ambitious mixed-use developments, located in the heart of the King West district. Combining residential, office, food, and retail spaces, it aims to create a vibrant, pedestrian-focused hub that redefines urban living. I was brought on to design the digital experience—from site map and wireframes to final UI design—with the goal of capturing the project’s bold urban vision and sophisticated style.
Design Approach
The website design was inspired by fashion editorial magazines—bold, elegant, and image-driven, with a modern urban feel that reflects the energy of the development. Clean typography, generous spacing, and imagery work together to evoke a sense of sophistication and style. The layout guides users through the site like a curated experience, balancing high-impact visuals with functional clarity to mirror the dynamic, design-forward vision of The Well.
Site Mapping & Wireframing
I worked closely with the client to strategically organize content and define a clear, user-first structure for the website. Through collaborative brainstorming, we developed a logical page hierarchy that spoke to the needs of diverse audiences—including residents, retailers, and businesses—while showcasing the full scale and ambition of the development.
Wireframes were focused on functionality, user flow, and clarity—laying the foundation for an intuitive navigation experience that balanced content-rich storytelling with ease of use.
Outcome
The final website design positions The Well as more than a development—it feels like a destination. The site is both informational and aspirational, appealing to a wide audience while reflecting the sophistication and forward-thinking nature of the project.