The westernmost campus in the UNC System, Western Carolina University is consistently ranked in the top 15 public regional institutions in the south. When we first met, we encountered a growing University with a thriving on-campus student experience, but very little of that unique sense of place was being articulated on the web. To communicate its brand promise and tell the stories that are uniquely Western, WCU needed to reimagine its public-facing website, starting with a new information architecture and website content strategy that would require input and support from across the University community.
VisionPoint partnered with Western Carolina to lead university stakeholders in an ambitious journey to completely reimagine wcu.edu, capitalizing on the redesign process as an opportunity for the University to institutionalize its brand messaging.
The information architecture features opportunities to share branded content not just in the news section, but in relevant places throughout the site. The design reflects not only the University’s roots in the idyllic southern Appalachian mountains, but the boundless possibilities open to students who choose to find themselves at Western.
The outcome is a deeply engaging website capable of anchoring the University’s brand-driven integrated marketing strategy. Best of all, the redesign process sparked cross-campus communication and collaboration, fostering not only endorsement of the Western brand promise, but a shared sense of accountability amongst internal stakeholders for delivering on that promise.