The Princess Margaret Foundation has for a long time run several branded event websites that were all built on the same CMS system but lacked strategy and a cohesive design approach. Using the Foundation website (thepmcf.ca) as the catalyst for a new approach we completely revamped and reimagined the structure and organizational principles of the site. Post re-launch, we used the base components as the building blocks to rebuild the event sites – providing consistency and a common digital language. Importantly though we lost none of the distinctive design and copy personality that appeal to the different participants and donors that support these events.