Boston is truly a college town – nearly 60 institutions of higher education call it home. Nestled right in the heart of the city in the Fenway neighborhood is Emmanuel College. Emmanuel needed help telling their story to highly credentialed students. With so much to offer by being located in the heart of Boston, no one thing could best define Emmanuel. The winning concept highlighted this very notion. Each student's experience is uniquely assembled by the choices that they make while attending Emmanuel College.
We started with an overhaul of the information architecture (IA) that streamlined organization of content. We created thematic topic sections that enable storytelling, unencumbered by the college’s organizational silos.
We developed detailed personas to represent Emmanuel’s target audience archetypes to guide our work and ensure the user experience (UX) is aligned with key audience requirements and motivators... which were featured in a significant Forrester report.
We introduced a new creative concept and visual design system that tested through-the-roof with high school students. We created an approach to robust content presentation that’s managed by a small marketing team. And the new site has an “adaptive” mobile version, making all content fully accessible and editable within a single content management system (CMS) platform.
One of Emmanuel's best features is the fact that it is located right in the heart of Boston. There is a vibrant energy that extends beyond the classroom in to the city. We wanted prospective students to get a feel of what being there felt like. So we conceived, produced, shot and edited a video showcase that appears right on the homepage.