Rebuilding brand and enrollment
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Scope
Design system and patterns
Accessibility and mobile optimization
Low enrollment exposed gaps in brand strength and digital recruitment
Historically low enrollment created pressure for the institution to strengthen its brand presence and improve digital recruitment. The existing site lacked compelling storytelling and clear pathways for prospective students, limiting its ability to influence decision-making.
A redesigned website elevated storytelling and drove enrollment
In parallel with a brand refresh, we redesigned the website as a rich showcase for the institution. Guided by a smart content strategy, contextual wayfinding, and discovery-driven design, the experience elevated student stories—helping prospective students envision themselves on campus—while directly supporting enrollment goals.
Post-launch results
Largest incoming class in a decade
RFI submissions increased by 25%
Bounce rate significantly reduced
Unique page views grew year over year
2021 Webby Award nominee
Skills
Accessible design
Content design
Cross-functional communication
Design systems
Discovery
Motion design
Presentations
UI Design
Wireframes
Role and process
As a Senior designer, I partnered with our strategy lead, developers, and Moore’s digital team to deliver across every phase of the project. I owned the execution of all design deliverables, ensuring alignment from strategy through launch.
Decisions
Balance brand and performance — A universal navigation emphasized conversion while showcasing stories, ensuring the brand update strengthened rather than sacrificed key KPIs.
Build from the foundation up — An atomic design approach ensured scalability by first establishing core styles, then layering in components for a cohesive, flexible system.
Plan beyond dependencies —Anticipating delays in the brand update, we advanced content strategy and problem-solving early, ensuring the project stayed on track.
Learnings
Maximize impact with focus — A limited budget pushed us to prioritize key customer touchpoints and design a flexible system that reused patterns for efficiency and scale.
Adapt brand for digital — When brand decisions didn’t translate online, presenting options with recommended changes built client buy-in for necessary deviations.
Use motion with purpose — While the client pushed for heavy animation, we showed that focused, purposeful motion enhanced the experience without detracting from KPIs.
