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.