Overview
Elder Tree, a Los Angeles-based creative agency serving education and EdTech clients, needed a full rebrand of its Higher Education division to reflect post-pandemic growth and restored enrollment momentum. I led the visual redesign and digital experience, building a cohesive brand system across a Figma-based client portal, public website, and presentation design, while collaborating with motion designer Sydney Weber on animated brand assets.
Challenge
The Higher Ed division's existing digital presence felt dated and fragmented, failing to communicate the agency's strategic impact on enrollment recovery. Internal teams struggled with inconsistent templates, and the client portal lacked the polish expected by university stakeholders. The rebrand needed to signal credibility, innovation, and partnership, without losing the vibrancy that defined Elder Tree's culture.
Results
The rebrand supported Elder Tree's youth-oriented pre-pandemic enrollment recovery goals for multiple college clients, with the new digital ecosystem enabling smoother internal workflows and more confident client-facing presentations. The Figma-built portal and website allowed for rapid iteration as the division grew, and the illustrative assets became a signature element of the brand's digital presence.
Approach
I developed a clean, modern visual identity that balanced institutional trust with creative energy. The color palette shifted toward deep tones accented with vibrant highlights, suggesting both stability and forward momentum. Every touchpoint was designed to feel premium yet approachable, reflecting the agency's role as a strategic partner rather than a vendor.
Deliverables
Client portal (Figma): A redesigned, intuitive interface for university partners to track campaign performance, review assets, and collaborate with Elder Tree teams. I prioritized clear information hierarchy, dashboard clarity, and seamless navigation to reduce friction for busy administrators.
Public website (Figma): A fully redesigned marketing lander showcasing case studies, services, and products. The structure emphasized creativity, clarity, and proven success.
Presentation design system: A master template library for pitch decks, social media reports, and creative presentations. I established visual standards for data visualization, transforming enrollment metrics into clean, scannable charts that maintained brand consistency across all client communications.
Printed branded assets: business cards. I developed a color coded system within the branding constraints for Elder Tree's departments, designed a unifying printed cover, and developed a typographical hierarchy for contact information.
