Simmons University
Web Design + Marketing Campaign
Context, Challenges, and Goals
Simmons University sought a complete overhaul of their web design and marketing campaigns to better align with their refreshed messaging and appeal to their core demographic.
To overcome this, we set strategic goals to:
• create a vibrant, cohesive brand presence that could stand out in digital formats, particularly on social media, while staying true to certain elements of their existing brand identity.
• not only enhance their visual identity but also to create targeted campaigns that would resonate with key audiences—general brand awareness, nursing students, and parents of prospective students
My Responsibilities
As Design Manager, I led the creative team responsible for delivering a new direction for Simmons University's branding. My role included overseeing the exploration of web and advertising design concepts and the execution of a multi-channel marketing campaign.
I was also accountable for ensuring that all visuals maintained consistency across various platforms, from the website to social media, while introducing bold new design elements.
Process and Execution
My team began by researching Simmons University's audience and competitors to understand the current trends and preferences in higher education marketing. We developed a vibrant new design language, incorporating fresh font choices, energizing photography, and a modern color palette utilizing gradient techniques. To maintain continuity with Simmons’ heritage, we creatively reintroduced a hexagon shape, originally part of their old brand guidelines, using it innovatively for photo cropping.
We then designed and tested three campaign strategies:
A brand awareness campaign aimed at building Simmons' overall recognition.
A nursing-specific campaign targeting students interested in healthcare professions.
A parent-focused campaign to engage those influencing college decisions.
All three campaigns were optimized for various formats, ensuring they could function effectively across web and social media channels.
Results
The new visual identity helped increase engagement across Simmons University's digital platforms, with measurable improvements in engagement and ultimately enrollments. Each targeted campaign successfully attracted more attention from their respective audiences.
22%
improved ad engagement
18%
higher lead form conversions on the website
Personal Takeaways
This project reinforced the importance of balancing innovation with tradition in branding, as well as the need for flexibility in design execution across multiple platforms. It also deepened my appreciation for cross-functional collaboration, where both design and strategy play pivotal roles in achieving campaign success.