We took Emory University from brand to build with new site and connective message.
Edgar Allan created aspirational messaging for Emory University that hits home and built a digital experience that establishes the brand as the #1 nursing school in the US.
Complex content design and a moving brand experience for the #1 nursing school in the U.S.
The School of Nursing’s current cluster of websites was typical of academic institutions: a spiderweb of old and new content, dead ends, and disparate systems held together with digital duct tape. They needed clarity, a single home base, and a modern user experience. A brand refresh, 2000-line site audit, and shift to Webflow gave the school brand consistency and control of its digital experience.
“I had zero experience with website design at the beginning of our project. The Edgar Allan team was fantastic to work with and made sure that I had ample time to ask questions and fully understand the process throughout the build. They are great to work with!”
Katie Kennedy, MS, Assistant Dean for Admission and Financial Aid
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Helping healers find their paths
The existing Emory School of Nursing site had a lot of information — primarily locked in paragraph-laden pages and endless accordion menus. Organization and personalization were sorely needed. So, one of our first steps was to comb through the content, cutting, categorizing, and streamlining to weed the valuable information from the outdated and organize the rest into an experience that was easy to navigate, with crystal clear pathways and cohesive messaging from start to finish.
Our challenge: give a variety of audiences, from students and faculty to healthcare partners, individualized answers to the question, “Will Emory give me what I need?” The solution was an animated choose-your-own-adventure narrative that looked slick but hid a complex decision tree behind it.
A brand with a heart
Overlaying the massive content strategy effort and technical achievements of the School of Nursing site is a brand message designed to hit home with nursing students, many of whom see their career path as more of a calling than an academic decision.
An aspirational brand promise, “Nursing Changes You. You Change the World,” is evident throughout the visual, experience, and verbal choices, from an emphasis on human-centric custom photography to a warm and welcoming brand voice and insider Atlanta city guide.
