Associated Universities Inc.

When AUI approached me seeking creative direction, I genuinely couldn't wait to get started. Exploring the solar system, giant telescopes, electromagnetic radio waves, this was a project straight out of a movie. AUI’s existing website failed to communicate the 70-year-old organization’s expanded capabilities effectively. It also suffered from outdated software and design. I led a once-in-a-lifetime re-imaging of AUI’s digital presence, all in the service to the science community. I oversaw all design execution for AUI.edu, video, blog, and newsletters. This massive project spanned over a year, significantly expanded unique user traffic, and increased user engagement by over 100 percent.

Challenge

AUI's existing website primarily catered to the radio astronomy community and the National Science Foundation (NSF) staff. It failed to effectively communicate their expanded capabilities and expertise to the general public and new audiences, hindering potential collaborations and funding opportunities. The website also suffered from technical issues and outdated design, resulting in a very user-unfriendly experience.
Solution

I spearheaded a comprehensive rebranding initiative, which included: Strategic planning, Visual identity refresh, Content creation, Multimedia integration, Technical optimization, and SEO optimization. Developed a comprehensive visual identity guide, ensuring brand consistency across all platforms. Created a robust photo library exceeding 300 high-quality images showcasing AUI's facilities and activities. Implemented a custom icon and infographic library for efficient content creation.
Video

I created high-quality videos showcasing AUI's facilities, staff, and activities, including: "Who We Are" company overview video, Facility overview videos for Green Bank Observatory, North American ALMA Science Center, Central Development Laboratory (CDL), Karl G. Jansky Very Large Array (VLA), and Atacama Large Millimeter/submillimeter Array (ALMA). Videos fostered deeper audience engagement and brand storytelling, showcasing AUI's impact and expertise.
Results

Increased website traffic: Website traffic surged by 40%, indicating broader audience engagement. Enhanced brand perception: AUI received positive feedback on the website's modern design, improved navigation, and informative content. Expanded reach: New partnerships and funding opportunities emerged from broader audience awareness. Simplified content management: The user-friendly CMS empowered AUI staff to easily update and maintain the website. Improved SEO: Organic search ranking climbed significantly, driving more qualified visitors to the website.