GETTING THE STORY STRAIGHT AND MAKING IT VISIBLE
IIT Institute of Design enjoyed a rich legacy as the "new Bauhaus", while also evolving as one of the the foremost institutions that is changing how design impacts everyday life - even addressing some of the world's most pressing issues. But their website suffered from muddled content strategy and poor SEO. After a careful content assessment, I worked with key stakeholders to craft a more compelling story for prospective students, and implemented SEO to improve site analytics and application rates.
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The home page blends wisdom from founder Maholy-Nagy with details of the latest achievements by faculty and students.
![](https://cdn.myportfolio.com/c31ed130fc25161a3bc28dd140b9ba9f/164bb0a7-2319-41f6-867b-ec8c1595a482_rw_1920.png?h=b5cbda56265e18a42333caca9d503fbc)
As the visitor moved through the page, the content highlighted degree programs, aspects of student life and community, and alumni opportunities, to create a compelling argument for contact.
![](https://cdn.myportfolio.com/c31ed130fc25161a3bc28dd140b9ba9f/fdeebaac-bfd9-4ac0-8304-5080b1044cef_rw_1920.png?h=88c25f4fa9b2cf26e8d007e5876130e4)
Aside from ensuring editorial consistency throughout the site, I also developed numerous new case studies.