McPherson College
McPherson College is small. 680 students in the middle of the Kansas plains small. But instead of size owning their identity, McPherson tasked our team with creating a brand that set the tone for space, both physical and ethereal. Once we found that true story to tell, we rolled it out into their website.
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After our team hosted video intake sessions to learn about McPherson College, I wrote strategic insights and buyer personas (in this case, students). This then led to me writing the brand strategy, which included positioning, pillars, voice and tone, and a McPherson College brand story. The story culminated the findings and strategy to create a rallying narrative to move into the creative concept.
We aimed to create an immersive experience from the first touchpoint on the homepage. Guided by compelling photography and messaging, the user scrolls down to learn more about the top-level McPherson site pages. We used a component-based design language to keep the experience consistent from the homepage to specific top-level pages, like academics and student life. I also wrote the copy for each additional top-level page.
Art Director: Ryan Davidson
UX Designer: Bailey Boese
This editorial spread concept paired a striking image and headline to provoke thought around what a small school “way out there” could do for a student.
Art Director: Ryan Davidson
This spread discusses academics at McPherson. Paired with a bold headline, the body copy quickly conveys the liberal arts education and close-knit classroom setting.
Art Director: Ryan Davidson
This spread talks about the community and experience at McPherson. The language sets the stage of “we’re small, and we own it.” Not only does it flip the idea of small feeling limiting, it talks to how that is a benefit for many students.
Art Director: Ryan Davidson
If you’ve heard of McPherson College, chances are it is because of its automotive restoration program—the only of its kind in the nation.
This competitive program draws the attention of car lovers across the U.S. The copy showcases this detail and highlights the academic and student life opportunities within the McPherson car community.
Art Director: Ryan Davidson
UX Designer: Bailey Boese