web design + brand identity

Web Design + Brand Identity

The Manitoba Flexible Learning HUB is a community of practice acting to support the advancement of teaching and learning, with technology, across Manitoba. The website needed to feature a unique brand identity that would distinguish the brand from our established post-secondary partner institutions, in addition to being fully responsive and accessible, able to adapt to the rapidly changing support needs of educators during the onset of the 2020 COVID-19 pandemic, and feature simple navigation that would allow educators to quickly locate relevant resources.


Identified needs for the website included exclusive resource pages that could only be accessed through a login from a recognized partner institution email address, social sharing, learning management system (LMS) course framework downloads and support resources for both D2L Brightspace and Moodle, online booking service for instructional and eLearning design consultations, workshop registrations, a course portfolio, and a blog. A complete brand identity package was necessary to design prior to beginning development.

Website displayed on various devices.


The website utilizes a distinct minimalist design which ensures consistent and rapid interactions from users. The colors of the brand identity are bold and used sparingly in order to direct attention to important features on the site.

Green had been pre-established for the logo branding, so a temperate charcoal was chosen to contrast and ground the vibrancy of the green. Complementary marigold orange was included as an accent color.

The layout is composed of simple shapes and directed by the bright branding to support ease of use.

Hub branding: logo and palette.

Sample User Persona and Hub Cub branding displayed on tablet and mobile.


I began by developing personas which captured possible use needs from our demographic spectrum. This informed my work when outlining our brand identity, including the development of an androgynous, emotionally accessible mascot, the Hub Cub, to be featured in media for Hub-owned online courses. Next, a blueprint was designed to best support the diverse functions of the website.

An additional consideration for project was the need for a responsive branded HTML template to be utilized by instructors when designing courses in the D2L Brightspace learning management system (LMS). A base template containing a syllabus, copyright information, an instructor message, and an assignment page was created with intentional design restrictions to facilitate stress-free implementation.


The Hub website and learning management system (LMS) HTML frameworks are fresh and functional. Their simple and bright design encourage interaction and support communication and resource delivery between instructional designers and educators in every phase of the online learning development process.

Website displayed on mobile and tablet.