SECOND CUP DIGITAL TRANSFORMATION
The Challenge
Second Cup was facing a defining moment. With digitally mature competitors like Starbucks and Tim Hortons raising the bar for mobile-first customer experiences, the brand risked becoming invisible to a younger, design-conscious audience. The challenge was significant - reposition a legacy coffee brand, modernize its entire digital presence, and build a loyalty-driven ecosystem capable of competing against category leaders with far larger budgets and more established digital infrastructure.
The Experience
I led the art direction and design for Second Cup's digital transformation - rebuilding the brand's digital presence from the ground up and creating a connected ecosystem designed to drive loyalty, engagement, and relevance with a new generation of coffee drinkers.
Full redesign and relaunch of SecondCup.com as a responsive, mobile-first digital flagship with modernized visual identity and elevated brand expression
Streamlined UX optimized for speed, discovery, and on-the-go usage
Design and launch of PERKS - a new digital loyalty program built to reward frequency and deepen brand affinity
Integrated mobile experience including one of Canada's early Apple Watch-compatible apps
Connected ecosystem linking digital media, social, and CRM into a cohesive, contextual web experience
Launch of The Buzz - a social content hub amplifying community, influencer engagement, and brand storytelling
Targeted, experiential, and social-first campaign activations including influencer-driven product launches and Flat White sampling tours
The Result
The transformation delivered measurable impact across every metric that mattered. The redesigned platform drove a 57% increase in unique visitors year-over-year, 25% overall traffic growth with 35%+ from mobile, and a 3x increase in social referral traffic through The Buzz content hub. Page views increased 11%, bounce rate dropped 16%, and mobile visit duration grew 30% - signalling deeper, more meaningful engagement. The work contributed directly reduction in annual losses from $27M to $1.15M, and positive same-store sales growth after 14 consecutive quarters of decline. The project earned a Silver W3 Award, an Awwwards Honourable Mention, and an FWA Site of the Day shortlist.
Client: Second Cup
Role: Associate Creative Director, Design
