CASE STUDY:
A "Decidedly Different" Digital Transformation for Westminster College

Project Focus:

Brand Identity, Website Design, Digital Design Systems, Microsite Design

Design Firm:

Up&Up Agency

Role:

Sr. Digital Art Director

OVERVIEW

Westminster College (now Westminster University) recognized that its unique identity (a progressive, discussion-based institution located in a conservative state) needed a dramatic brand refresh to match. Partnering with Up&Up Agency, the goal was to create a digital presence that was truly "Decidedly Different." As Senior Digital Art Director, I oversaw the entire visual execution of this concept, delivering the new brand identity system, building the scalable digital design components for the redesigned website, and designing the WestX student experience microsite. This comprehensive digital transformation resulted in a measurable increase in engagement, driving a 19.5% growth in undergraduate applications.

CHALLENGES

Standing Out in a "Sea of Sameness"

Westminster faced a distinct challenge: being a progressive liberal arts institution located in a primarily conservative state, its inclusive, diverse community offered an experience that prospective students didn't typically associate with Utah.

The college needed to differentiate itself from competitors like BYU or Utah State. They needed to move away from the "safe," traditional higher-ed look and embrace a bold, "Decidedly Different" identity that would attract students looking for a place to "come as you are."

SOLUTIONS

Discovery & Strategy: Capturing the Westminster Experience

Our goal was not just a visual update, but a complete brand refresh that captured the genuine feeling of the institution. Through our brand platform process, we aligned internal stakeholders on the true reality of the Westminster experience. We identified that the college serves as a sanctuary for free thought, a place where students are given permission to explore.

This alignment birthed the powerful campaign concept: “Come as you are. Graduate as who you will be.” This sentiment became the strategic anchor for all subsequent visual and verbal communication.

The Visual Identity: Designing for the Unconventional

Higher education is often characterized by cautious, formulaic branding. The Westminster team, however, showed an uncommon level of trust, rejecting the status quo and welcoming a boundary-pushing approach. This critical creative freedom allowed us to move beyond typical institutional design and craft a bold, authentic visual language that truly reflected the university's progressive spirit and successfully challenged higher education norms.

The North Star: I worked closely with the Brand Strategy team to craft the Brand Platform Guide. This key document was more than a static file; it became the collaborative "North Star" for the university, detailing the core brand components (Essence, Pillars, Persona, Vocabulary, and Promise) and equipping internal teams with the tools to communicate the brand effectively (fig. 36).

fig. 36

fig. 54

Symbolism in Design: Westminster's color palette takes its cues from the landscapes of the Salt Lake Valley, and the environment of the modern American West. To push this further, I introduced a dynamic group of vertical line clusters that abstract the layered ridgelines of Utah’s mountains, turning the region’s landscape into a contemporary visual language for Westminster. The stacked, intersecting lines suggest geological strata and upward movement, reinforcing education as a strong foundation and a launch point for students ready to rise on their own path (fig. 54).

Heritage & Humanity: We balanced the modern visuals with a "Est. 1875" tagline to honor the institution's longevity, paired with photography that focused on "small moments" (candid, authentic snapshots of student life rather than staged academic scenes) (fig. 67).

fig. 67

Experience Design: The WestX Platform

We recognized an opportunity to elevate the admitted student journey beyond the typical institutional portal. To maximize excitement and engagement, we strategically separated the new student experience onto a dedicated, interactive microsite.

I led the UI design for this platform, which we helped name WestX. The design prioritized simplicity and discovery, utilizing small, dynamic moments to inform and enthuse new students about their upcoming time at Westminster, resulting in a higher depth of engagement pre-enrollment (fig. 73).

fig. 73

The Westminster Website: A Brand-Driven Redesign

The final phase of the project was a total overhaul of the main .edu presence. This was not merely a cosmetic "reskin," but a website redesign built strategically to house the new brand identity (fig. 92).

Foundation and System: I established a comprehensive, modular digital design system built entirely upon the new brand elements. This component-based framework ensured visual consistency and technical efficiency across the entire site.

Scalability and Implementation: I led the UI design and worked in close partnership with the development team to translate these components into reusable WordPress assets.

Empowering the Client: By transitioning the site structure from rigid templates to this flexible component library, we empowered the Westminster marketing team to build and update new pages independently while maintaining strict brand consistency.

fig. 92

OUTCOMES

The "Decidedly Different" refresh did exactly what it promised: it widened the top of the funnel and engaged the right students.

Admissions Growth (Year-Over-Year)

+19.5% increase in Undergraduate Applications (2022–2023).
+17.9% increase in Admitted Students.
Context: While total enrollment remained stable, the surge in applications allowed the university to become more selective (dropping acceptance rate by 1%), ensuring a higher quality of fit for incoming classes.

Client Feedback

Westminster College was ecstatic about the new brand direction. The system gave them critical tools to empower their internal teams as brand ambassadors, while the visual identity successfully communicated to prospective students exactly why Westminster is different.

CONCLUSION

This project demonstrates the power of translating a bold brand strategy into tangible, scalable digital systems. As Senior Digital Art Director, my focus was on ensuring the "Decidedly Different" concept was not just a campaign slogan, but the foundational architecture for every visual asset and digital component. The result was a comprehensive transformation that moved Westminster University out of the "sea of sameness" and directly engaged its target audience.

Westminster's willingness to challenge higher education norms, both visually and strategically, resulted in a digital ecosystem that successfully captured attention and redefined its position as a progressive leader in the Utah market.

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