St. Mark’s Enrollment Experience

PR02

Project Type

Digital enrollment campaign

Role

Creative director & experience designer

Scope

Research, architecture, visual system, user experience

Executive Summary

A dual-audience enrollment microsite that separates student and parent journeys, aligning content and navigation with distinct user behaviors.

Audience Model

Single entry point with two distinct journeys

Students and parents arrive at an enrollment decision through fundamentally different questions. Students ask whether they belong; parents ask whether it's worth it. Designing a single experience for both audiences means designing for neither. The solution was to split the journey at the entry point.

Student Journey

Visual exploration — mobile-first, non-linear

The student pathway prioritizes discovery over information hierarchy, using visual exploration and mobile-first interaction to drive engagement.

Parent Experience

Structured narrative — outcomes-led, information-dense

The parent pathway leads with academic outcomes, program structure, and long-term value, organized as a clear, sequential narrative.

Visual System

Shared language with different tones

A single visual system spans both paths, maintaining brand consistency while allowing tonal differences in pacing, density, and hierarchy. Navigation reinforces that same logic with shared structure and distinct experiences.

Impact

Clear separation between student and parent messaging.

Independent exploration enabled for each audience.

Strengthened narrative clarity for admissions pipeline.

A reusable dual-audience model applicable to future enrollment and campaign work.

← Structured Exploration

All Work

RPI Capital Campaign →