Website Design

The Forum

Services

Brand Manual
Website Design
Marketing Material

The Challenge

The Forum is Westminster College’s independent student-run news organization, which provides print, photojournalism, video and podcast news content to its students, alumni, faculty and the Sugar House community. A few challenges presented themselves. First, the editor-in-chief thought the website looked more like a blog, and less like a news source. They had issues with no articles showing up when users went to their desktop and mobile sites. Second, many members of The Forum’s target demographic don’t engage with the news content because of low awareness. And although more than half of the organization’s users come to the website on their phones, those who do engage don’t have an optimal mobile experience. 

The Strategy

The Forum already had a well-established brand, so we looked to maintain recognition across digital and print platforms and keep its sleek, modern appeal — but we freshened the brand up a bit with a widened color pallet. We worked to ensure the website was highly usable across all platforms and conducted dozens of user tests across mobile, desktop and tablets to understand how the users want to consume news. 

The Results

The Forum’s newly-designed website and refreshed brand identity have transformed the organization from a blog-like brand to a professional news source that radiates its core values of transparency and trust. Now, no matter where they come from, The Forum’s new website ensures users have an optimal reading experience. In a media landscape where news consumers are barreling toward mobile readership, the highly mobile site ensures The Forum is ahead of the curve and can bring in new consumers while keeping its old ones engaged.

The Challenge

The Forum is Westminster College’s independent student-run news organization, which provides print, photojournalism, video and podcast news content to its students, alumni, faculty and the Sugar House community. A few challenges presented themselves. First, the editor-in-chief thought the website looked more like a blog, and less like a news source. They had issues with no articles showing up when users went to their desktop and mobile sites. Second, many members of The Forum’s target demographic don’t engage with the news content because of low awareness. And although more than half of the organization’s users come to the website on their phones, those who do engage don’t have an optimal mobile experience. 

The Strategy

The Forum already had a well-established brand, so we looked to maintain recognition across digital and print platforms and keep its sleek, modern appeal — but we freshened the brand up a bit with a widened color pallet. We worked to ensure the website was highly usable across all platforms and conducted dozens of user tests across mobile, desktop and tablets to understand how the users want to consume news. 

The Results

The Forum’s newly-designed website and refreshed brand identity have transformed the organization from a blog-like brand to a professional news source that radiates its core values of transparency and trust. Now, no matter where they come from, The Forum’s new website ensures users have an optimal reading experience. In a media landscape where news consumers are barreling toward mobile readership, the highly mobile site ensures The Forum is ahead of the curve and can bring in new consumers while keeping its old ones engaged.

2018 Jesse Cervantes © All Right Reserved