To modernize student recruitment efforts, NC State’s Enrollment Management and Services (EMAS) sought to transform its traditional printed admissions viewbook into an engaging, mobile-first digital experience. The goal was to create an immersive destination that would captivate prospective students through compelling visuals, storytelling, and multimedia content — all while conveying the energy and spirit of the university.

The final product was not just a website — it was a digital experience that helped students feel like they were already on campus. The launch was a resounding success, earning multiple design and content awards.

As the Lead Visual Designer, I worked closely with a content strategist and web developer to bring this project to life. My role spanned every stage of the process:

• Conducting user research to understand the expectations of prospective students
• Leading moodboarding and concept development
• Designing and iterating on wireframes and prototypes
• Creating high-fidelity visual designs with motion and interactivity in mind
• Collaborating with development for a smooth handoff and implementation

EMAS challenged us to go beyond the conventional — to design something bold, emotional, and immersive that pushed the boundaries of the university’s digital brand.

To spark inspiration, our team held collaborative brainstorming sessions where we explored websites that evoked a strong sense of place and presence. We were particularly inspired by digital experiences from travel brands and art museums — destinations that immerse users in a story and environment.

I curated a mood board that blended contemporary web design, editorial photography, and dynamic user interfaces. This visual foundation guided the project’s aesthetic direction and was used in early presentations to align with stakeholder expectations.

Wireframing

Once the creative direction was aligned, I began sketching initial wireframes by hand, focusing on content hierarchy, interaction design, and responsive behaviors. Working in close partnership with the content strategist, we co-developed layouts that were flexible, visual-forward, and designed to accommodate storytelling in multiple formats.

This project stood out for its highly collaborative content-design process — the layout was shaped directly by the evolving content strategy, ensuring both worked in harmony.

I mapped out the user journey and designed tailored flows for both desktop and mobile devices, focusing on emotional impact and usability at every step.

Prototyping & Handoff

After finalizing the wireframes, I transitioned to Adobe XD to build out high-fidelity, interactive prototypes. These prototypes simulated animations, page transitions, and user interactions, giving stakeholders and developers a complete picture of the final experience.

The prototype served as the primary source of truth for the web development team, supporting a clean and efficient build process.

The Admissions Digital Viewbook launched in the summer of 2018 and was met with praise across the university and higher ed community. It won multiple design and content awards, affirming the site’s success in delivering a memorable and meaningful experience for prospective students.

More importantly, it helped position NC State as a forward-thinking institution that understands how to meet students where they are — on their phones, online, and eager to imagine themselves as part of something greater.

CASE District III 

• Gold for Magazine or Publication Rendering for Tablet or Mobile Technology
• Gold for Recruitment Website or Microsite

Education Digital Marketing Awards

• Silver for Admissions Website