Think Company Case Study
Holistic UX Research & Brand Extension Strategy for an Ivy League Institution
Project Brief
Wharton approached Think Company with the hope of aligning and improving on their voice and outreach to their students.
The project began with a research phase that led us to a full brand overhaul, including a digital and social strategy, website redesign, and a modular branding and voice system.
Problem Statements
1
The university was behind other competitive institutions in terms of a deliberate, thoughtful, and integrated experience for all user groups within their eco-system.
2
The visual and voice presence of the university began to feel disjointed and strayed too far from their original credo and branding efforts.
Process
Through extensive qualitative research and interviews into the student perspective, we found that there was an overabundance of touch-points which resulted in ineffective noise.
We articulated this student journey through a series of radial touch-point maps, showing the source and level of noise as the problem to solve for.
Some interesting parts of the process
1
The students were bombarded by communications which lacked a consistent voice throughout a given week.
2
A key part of the project's success relied on proving the need for change.
A findings document from the research phase was a much needed artifact.
3
The rebanding effort gave us an opportunity to utilize the best elements of the historic brand and seal, providing even more consistency and grounding.
Defining the system for internal teams to use was my first pass at a modular system not unlike component libraries in the digital sense.
Solution
A series of radial maps presented to the Dean proved the need for a focused branding
The project led to a full branding effort across the entire school, both digital and printed
A new web strategy was born from the effort, creating a consistent voice for their student base
My Role on the Team
Senior Experience Designer
Contributions:
- Led the visual design of the research findings including the findings report and radial touchpoint maps
- Led the visual design of the rebranding and modular design system along with the creative director
- Presented visual concepts to the university president and marketing director
- Iterated on multiple directions for the design system
The Core Team
This project involved:
Creative Director: Chad
Design: Chad, Michael, Myself
Web Design: Dan B, Becca
Research: Alli, Phil, Myself
Copywriting: Suzanne
Contact Me.
Please feel free to reach out.
- Dribbble
