Designing A City-Wide Climate Movement
ABOUT THE PROJECT
During the lead-up to the inaugural edition, Toronto Climate Week required support across design, social media, and website discovery work. The project involved volunteer contributions from Rucha Bhatt of La Rouge across event communications, content systems, and a one-time SEO, AEO, and GEO audit of the TOCW website.
Working alongside the communications team, the project supported the visual rollout of Toronto Climate Week's inaugural edition across events, social media, and community communications.
This included presentation design for keynote sessions, speaker introductions, and partner acknowledgements, creating a more cohesive visual experience across the programme. Social media assets were developed for Instagram and LinkedIn to support event promotion, community engagement, and post-event storytelling.
The goal was to build a communications system that felt accessible, recognisable, and distinctly Toronto, helping a new climate initiative establish a stronger presence with attendees, partners, and the wider community.
APPROACH
To support more intentional content planning and decision-making, a reusable monthly reporting framework was developed for Toronto Climate Week, helping connect performance insights to future content priorities.
The reporting framework was designed to move beyond surface-level metrics and create a clearer feedback loop between performance and planning. It tracked key indicators across Instagram and LinkedIn, including reach, engagement, audience growth, content performance, and partnership visibility, while encouraging the team to identify which themes resonated most strongly with audiences over time.
Alongside performance tracking, the framework introduced a more strategic reporting structure. Dedicated sections for audience insights, content priorities, community engagement, and future opportunities were designed to help connect reporting with decision-making, rather than treating analytics as a standalone monthly exercise.
The goal was to provide Toronto Climate Week with a repeatable system for understanding audience behaviour, identifying content opportunities, and informing future communications planning.
DISCOVERY & INSIGHTS
Alongside design and communications work, the project included a one-time website discovery audit combining SEO, AEO, GEO, analytics review, and technical analysis to identify opportunities for improving search visibility and user experience ahead of future editions.
The audit combined search, analytics, and technical website data to understand how audiences were discovering and navigating Toronto Climate Week online. Search Console data showed that most visibility was driven by branded searches around the event name, year, and location, with the main website and events listing acting as primary entry points for visitors.
Analytics review highlighted which pages attracted the most attention across the site, including event listings, partner information, participation opportunities, and supporting content. This helped identify where navigation, information architecture, and content clarity could be strengthened ahead of future editions.
The review also surfaced opportunities to improve metadata, internal linking, content depth, and overall search visibility. Findings were consolidated into practical recommendations designed to help Toronto Climate Week build a stronger foundation for organic discovery across both traditional search engines and emerging answer engines.
DISCOVER MORE
