In 2025 Creative Director Robin Wilde was asked to help design the brand identity and website for Freshet News, a co-operative news outlet covering events in Burnaby, New Westminster and the Tri-Cities area of the Lower Mainland in British Columbia. Though originally brought on for their launch period, he has continued to help provide ongoing support for their new website, adding functionality including programmatic ad delivery and election coverage pages.
The Freshet News logo developed from the organisation’s name – a freshet is a phenomenon where overlapping sheets of meltwater cover a surface like a road, producing this pleasing striped effect. The cool blue also developed from this imagery, and the need for a colour which would appear bright in digital and print deployments.
The Freshet News website was a complex exercise in building interlocking templates and custom fields in WordPress and Elementor – it allows journalists to use custom templates to suit different story types, including photographic reporting, features, events listings and election coverage.
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