Scaling an ivy league legend
Yale, 2015
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Higher education
Scope
CMS powered responsive website
Design system and patterns
Content strategy
A storied brand constrained by an outdated, inconsistent digital ecosystem
An iconic client with a storied brand identity—and even its own typeface—needed its primary marketing portal redesigned. The existing digital presence lacked scalability, consistency, and technical rigor to support dozens of institutional websites under a unified system.
We reimagined a legacy brand through modular foundations, patterns, and storytelling features
We translated the client’s historic identity into scalable foundations, reusable patterns, and modular templates. The result was a modern marketing site paired with a robust design system that not only embodied the brand but also provided the flexibility to serve a wide range of institutional needs across platforms.
Post-launch results
Streamlined user experience across dozens of sites and platforms
Webby, Honoree, Apps Mobile and Voice, 2016
Decade-long longevity, with the system saving the organization millions in resources while maintaining creative and technical excellence
Skills
Content design
Design systems
Storytelling
UI Design
Role and process
As a senior designer, I partnered with our strategy lead, developers, and Yale’s marketing team to deliver across every phase of the project. I competed against multiple designers, having my concept selected by Yale. I owned the execution of all design deliverables, ensuring alignment from strategy through launch.
Decisions
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.
Guide through structure — A design system not only standardizes visual and interactive elements but also provides clear guidelines for content authors, ensuring consistency in tone, hierarchy, and presentation across all touchpoints.
Design with real content — Placeholder text and stock imagery can mask real challenges. Using authentic content early reveals true constraints, improves accuracy in layouts, and ensures the final experience feels credible to users
Foundational styles were developed before designing screens; the palette was extended to account for edge cases such as data visualization.
Learnings
Weave stories into content — Storytelling makes information more memorable and engaging, helping users connect emotionally to the brand and better understand complex ideas.
Respect the brand — Strong brands carry deep history and meaning. Upholding their identity with care ensures that design choices honor existing equity while creating space for future growth.
Practice design restraint — Animations and visual flourishes can add delight, but when they interfere with core tasks, they reduce usability. Thoughtful restraint ensures efficiency while still leaving room for moments of joy.
