Designed the launch identity, website, and integrated awareness campaign for the Goodwill Excel Center of West Central Indiana, building community awareness and supporting enrollment for the organization’s inaugural semester.
The primary audience was adults returning to education after time away, often navigating jobs, families, financial constraints, and past school experiences that created hesitation or self-doubt.
Beyond communicating program details, the site needed to:
Address emotional barriers before information
The experience is structured around common concerns adults face when returning to school — including confidence, time, cost, and fear of failure. The journey is intentionally ordered to provide reassurance and address concerns before asking users to take action.
Use approachable language and relatable imagery
Copy avoids academic or institutional tone in favor of plain, supportive language. Photography focuses on real adults in real moments — learning, progressing, and graduating — helping prospective students think, “That could be me.”
Create clarity as an act of respect
Navigation, hierarchy, and layout prioritize predictability and ease, reinforcing trust by respecting users’ time, attention, and lived experience.
The final experience presents the Excel Center as a place of opportunity that feels safe, credible, and attainable. The visuals lead, the journey reassures and informs, and the message remains focused on possibility without pressure.
