Woodbine Entertainment Group

Woodbine Entertainment Group is Canada’s largest horse racing operator and steward of the 684-acre Woodbine Racetrack lands, undertaking a redevelopment to help support the future of horseracing in Ontario.

Website & Strategic Narrative Development

Brief

Create an effective project website for the large-scale redevelopment supporting early community consultation and a strong narrative.

Strategy

An in-depth discovery session with the core team was critical to understand messaging objectives and considerations while working with the architects to infuse the vision and character they had begun to take shape as part of their design process. Given the site’s current use and Woodbine’s unique context with a 70-year legacy of horse racing, development of content began with a Strategic Narrative Framework to align on the core narrative, proof points for audiences and language guardrails. The website was designed to carefully balance a professional and engaging look and character, while maintaining its current legacy.

Outcome

A clear project purpose.

A strong online presence that serves as a reference point for community and public during early stages of the entitlement process.

Testimonial

“I’m always very impressed by the breadth of what Natalie can do and how flexible and versatile she is in tackling a problem.”

Derek Goring