Georgetown University
Georgetown University’s School of Continuing Studies’ move from the “hilltop,” Georgetown’s historic campus, to downtown DC was a realization of a strategic goal to increase access to a Georgetown education. The dramatic, new building—think of the crisp modernity of an Apple Store—signaled a bold new direction.
In our research, prospective and current students expressed confusion about whether the SCS brand represented the “real” Georgetown. This confusion extended to the main campus, where the purpose of the sub-brand remained unclear.
We worked with Georgetown to undertake insights research, competitive analysis, and brand articulation. The goal was to uncover their “why” and express it in an authentic, resonant way that would align all expressions—digital, physical, and person-to-person—around a common purpose.
Based on this foundation, I designed a new website for SCS, updating the visual identity, UX, and content strategy to engage students and the wider community in the SCS purpose. As part of this work, we considered points of integration between the website, enrollment marketing, and the CRM.
Role
Strategist
Researcher
Designer
Key Deliverables
Strategic Recommendations
Brand Expression Guide
CRM Comm Plans
Mobile-First Website
The Brand Expression Guide summarized our findings in an actionable way.
