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Capturing the school's rich history and tradition of excellence through a brand new responsive design and powerful brand messaging.
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Transforming the Website into a Compelling Experience for Prospective Students

"The World Needs Visionaries," one of Claflin's key brand statements, guided our collaboration with the Claflin team on this complete website redesign. It was important to present a fresh approach that modernized the site while remaining true to Claflin's rich history. Prior to the redesign, the website did not clearly show the benefits of a Claflin education, including their cutting-edge research, award-winning faculty and standing as one of the nation's oldest Historically Black Colleges & Universities (HBCUs). 

The former site was not responsive, presenting a less-than-ideal experience for users on mobile—the majority of traffic to the site. We designed the website with equal attention to desktop, tablet and mobile phone experiences. From a visual perspective, we gave the site a refresh through stronger typography, an enhanced color palette and larger and more authentic photos and videos. Critical sections of the website were rewritten with SEO and prospective students in mind, making key information such as academic programs, About Claflin and tuition and financial aid more readily available, allowing visitors to quickly and easily understand Claflin’s differentiating factors.

responsive view of new claflin website

A Bold Homepage to Inspire Action

The old homepage was cluttered with links and burdened by a broken menu system and lack of clear pathways. We added a large image slider at the top of the page and a "What's Happening at Claflin" section to give the Claflin team the flexibility to share brand messages and noteworthy events like Commencement, athletics and fundraisers. Informative academic copy is balanced with at-a-glance statistics in our custom animated "By the Numbers" component.

  • billboard component on claflin university

Gen Z-Focused Visuals

To resonate with the highly visual Generation Z audience, we created unique graphics throughout the site to personalize the experience. For example, a custom map of Claflin illustrates the school's proximity to local cities Charleston and Columbia, SC, while shareable social media graphics allow newly accepted students to show their school pride. Our custom quote styles throughout the site add a layer of personability to the Claflin voice, and an intuitive program chart allows prospects to quickly take action and apply to their desired program of interest.

  • custom map of what to do near claflin
  • program chart for claflin
  • sharable graphics made for accepted claflin students
  • quote on student spotlight page

The Results

The website redesign was a contributing factor in driving admissions at Claflin, with the incoming Class of 2021 representing the largest freshman class in school history. It is also the most diverse and talented freshman class; accepted students were selected from the school's largest-ever pool of applicants.

"Working with SAI was amazing. Given the amount of restructuring that we needed, the team was incredibly patient with us and a truly fantastic partner to have on our side during the complex research and analysis phase."
Claflin University logo
Charlene Slaughter, Former Assistant Vice President for Communications and Marketing Claflin University