designer + artist

Oakland School

A website redesign and new brand for an independent school for children with learning differences outside of Charlottesville, Virginia.

role

UX/UX Design
Branding
Copywriting

tools

Adobe XD
Adobe Illustrator
Adobe InDesign
Squarespace

timeline

December 2018 to August 2019
(nine months)

overview

A pro bono client for CRC Companies, Oakland School is an independent school for children with learning differences that engaged my team for a brand overhaul, including a new logo, tagline, branding positioning, color palette, typography, collateral, and website.

As a branding exercise, my team split into two groups of three to develop independent brand pitches. After the client’s review, they requested a combined option using the tagline, brand position, typography, and website design from my team.

After finalizing the brand, I designed and copyedited the school's new website, first prototyping the scrolling homepage in Adobe XD then building it in Squarespace with custom HTML, CSS, and JavaScript. I also created a complete icon set for the school plus easily reusable graphic elements.

results

The launch of the new site in conjunction with a refreshed Google Ads campaign resulted in a 69.7% increase in traffic. In the month after the launch, the site received 955 more users, 96.5% of which were new, and 220 additional conversions, a 19% increase from the month before.