Canadian Tire Corporation (CTC), one of Canada’s most recognized and trusted brands, wanted to move away from the traditional static PDF annual report and present their story in a modern, digital-first format. Vertical was chosen to design and build an interactive, bilingual annual report website that would highlight CTC’s achievements, strengthen investor relations, and stand out in a crowded corporate landscape.
Canadian Tire Corporation (CTC), one of Canada’s most recognized and trusted brands, wanted to move away from the traditional static PDF annual report and present their story in a modern, digital-first format. This initiative was dedicated to Jumpstart, a Canadian Tire–operated charity that helps remove financial barriers to sport and recreation for kids across Canada.
Vertical was chosen to design and build an interactive, bilingual annual report website that not only highlighted Jumpstart’s achievements and impact, but also reinforced CTC’s commitment to community building, accessibility, and innovation.
Tight Timeline – The report needed to be designed and launched within just two weeks and Pixel-Perfect Design – Ensuring every brand element matched corporate guidelines across devices.
To overcome these, Vertical deployed a focused team of two designers, two senior developers, and one QA specialist. The collaborative workflow and early stakeholder approvals ensured a smooth delivery despite the aggressive timeline.
CTC’s objectives for the project were clear:
Vertical benchmarked the project against leading digital annual reports to ensure CTC’s presence felt fresh and competitive. Working closely with CTC’s marketing and media teams, we translated their brand guidelines into a sleek, modern digital experience.
The design was reviewed and approved at multiple stakeholder levels before implementation, ensuring alignment with CTC’s brand and corporate communications strategy.
The project presented several challenges:
The interactive annual report was extremely well received by Jumpstart’s internal team, Canadian Tire stakeholders, and external audiences alike. Beyond presenting numbers, the site showcased the real stories and impact of helping kids access sport and recreation, making the report both informative and emotionally engaging.
Key outcomes included:
By building reusable, bilingual, and accessible components, Vertical ensured that Jumpstart’s story could continue to evolve — empowering the organization to communicate its mission effectively year after year.
The website was developed using WordPress, Divi, and custom design components, with additional technical enhancements:
This project showcased Vertical’s strengths in design, technology, and strategy:
Translating a corporate brand into an engaging, modern digital experience.
Delivering high-quality work under tight timelines.
Building scalable, bilingual, and accessible digital products.
Above all, Vertical is proud to have helped Canadian Tire Corporation present its story in a format that is interactive, visually compelling, and aligned with its iconic brand identity.
Working with Vertical on our annual report was seamless. They understood our vision and helped us bring Jumpstart’s impact to life in a way that is both interactive and accessible. The final product not only reflects our brand, but more importantly, tells the story of the kids and communities we support in a powerful digital format.
Vertical is a Toronto-based WordPress digital agency specializing in high-end web design and development. With 15+ years of experience, we build everything from complex websites and e-commerce platforms to digital applications, always using the latest tools and methodologies.
We partner closely with clients to deliver projects on time and on budget, with quality that often exceeds expectations. Our process is very collaborative: client involvement and feedback are integral at every stage—from design to development to final QA.
Working on Jumpstart’s interactive bilingual annual report allowed us to bring together our strengths in storytelling, technical execution, accessibility, and WordPress engineering. We’re proud this project not only meets Canadian Tire’s high standards but also showcases VerticalWave’s commitment to innovation, social impact, and delivering digital products that matter.
