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What do a 14-year-old and 40-year-old have in common? Not much. Then why are enrollment communications created to speak to both segments simultaneously? Rethinking this traditional approach was the foundation for the microsite that we developed for St. Mark’s School. Our research showed that teenagers are drawn to visual sites with minimal copy and that they are primarily visiting these sites on their phones. So we designed a mobile version of the website to look and feel like a social media app and let the desktop version take advantage of the larger viewport with negative space, large images, and impactful typography.