CareGiver support - Building A Story that Evolves
J5 Design is a long-time collaborator of ours. Over the years, we’ve worked together on dozens of projects, but none has required the same level of ongoing creativity, adaptability, and depth as Gordie Howe Cares.
Gordie Howe Cares is an organization dedicated to funding Alzheimer’s research and supporting caregivers of those living with the disease. It’s complex, emotional work, and like the condition itself, the needs around it and our role in it are constantly evolving.
The First Step — Imagining a Facility
The first project we collaborated on was the Centre for Alzheimer’s Care, a proposed facility designed to provide support and resources for those affected.
We were brought in to help shape the story and create a video that could communicate not just what the facility was, but what it could be. We worked within homes and the J5 office to create a convincing representation of this still-theoretical space. The goal was to present something tangible, so the audience could understand the impact.
The video went on to be used at conferences and in investor presentations during COVID, helping the team build momentum around the idea.
The Pivot
As fundraising and conversations progressed, the Gordie Howe Cares team began to realize that a physical facility might not actually meet the needs they were trying to address. The barriers were too high. The reach was too limited.
So they pivoted.
Instead of a building, they began developing a digital platform. One that could be accessible to caregivers anywhere, and they asked us to help shape the story, would live within the platform itself.
Our role expanded into:
Structuring the storytelling within the site’s UX
Producing expert-led video resources
Creating promotional content for events and fundraising
Helping synthesize and communicate ongoing research and insights
That work led to ripplesofcare.com.
Over the past four years, we’ve produced more than two hours of expert video content, along with a range of campaign and event materials designed to drive awareness and donations.
What Made This Different
On the surface, much of the content is straightforward (interviews, resources, and clear communication), but that’s not what defines the project. What makes this work distinct is the level of collaboration. Gordie Howe Cares didn’t just ask us to produce content, they integrated our storytelling process into their decision-making process.
Story became a tool for:
Testing ideas
Clarifying direction
Understanding impact before building it
The original facility never came to be. But the process of trying to tell its story revealed a better path forward.
The Takeaway
Not all projects follow a straight line, and sometimes the most valuable outcome isn’t the thing you set out to make. In this case, storytelling wasn’t just a way to communicate an idea. It helped reshape it, and in doing so, allowed Gordie Howe Cares to build something more accessible, scalable, and aligned with the people they serve.