When Rice University’s Jones Graduate School of Business went through a rebrand and website redesign, 2U’s online MBA site had to follow suit in order to maintain a seamless experience for users traveling between the two.

The previous iteration of the brand was buttoned up and muted, but Rice wanted to present a new bold, bright, and approachable tone. We were able to achieve this with large typography, dynamic content blocks, and lively imagery. I also developed a new icon set that is detailed and sophisticated, featuring layered illustrations that introduce the expanded color palette and reinforce the brand.

In addition to updating the website, I created custom email campaigns for prospective students and those who had started an application. The emails follow the brand closely and utilize brand elements such as offset color blocks, large headlines, and silhouetted images.