I had the opportunity to help redesign and update Hope College’s admissions landing page as part of the new Dare to Hope campaign.

The page serves as a primary destination for Hope’s digital advertising, introducing prospective students and families to the college after they engage with an ad. Because many visitors may know very little about Hope, the goal was to create a concise and engaging first impression that encourages them to take the next step by submitting an inquiry form or registering for a campus visit.

I approached the redesign with a “less is more” strategy, prioritizing clear visual hierarchy, strong calls to action, and content that could be understood quickly by visitors arriving from social media and other digital campaigns. The updated experience incorporates the Dare to Hope campaign identity while keeping the most important information and conversion opportunities easy to find.

The project also involved reorganizing supporting admissions content, incorporating expandable “At a Glance” and “Fast Facts” information, and creating clearer pathways to inquire, visit, and apply. These elements allow prospective students to learn more without overwhelming the initial landing-page experience.

This project gave me the opportunity to think beyond visual design and consider the full user journey, from a prospective student seeing a digital advertisement to arriving on the website and deciding whether to engage further with Hope College.