Villanova: VIISTA
Market Research • Brand + Editorial Guidelines • Graphic Design
Challenge
Villanova University’s new certificate program, Interdisciplinary Immigration Studies Training for Advocates (VIISTA), was a new online course in need of various visual and editorial guidelines.
During my time at the Uncommon Individual Foundation as a Consultant + Graphic Designer, I worked with Michele Pistone, founder of VIISTA, on a variety of visual elements as the course was developed.
Strategy + Execution
I led a workshop with the VIISTA team to align on work completed and outstanding for the program, and leveraged that info to conduct 1:1 interviews with potential VIISTA applicants to better understand their goals, motivators, and potential pain points with the new online program.
I paired this with a competitive analysis of similar programs to create well-rounded recommendations and visual + editorial guidelines for the program.
I distilled my research into multiple personas along with messaging, tone + voice, and a pack of icons that would be paired with each course module that aligned to Villanova University’s overall brand guidelines.
Messaging for VIISTA
Accessible
Easy to understand and apply to.
Clean
Balance the nuanced, complex topics in the coursework with a straightforward directions.
Empathetic
VIISTA is not just a university certificate program - it is driven by a team of caring, dedicated professors.
Responsive
Adapts to the changing socio-political environment and meets students where they are.
Interesting
Boost access to legal representation by uncovering new perspectives, ideas, and opportunities.
Inspiring
Each course module builds upon the former, motivating students to learn, feel empowered, and grow.
Tone & Voice
Don’t Mince Words
We don’t mind contractions and we prioritize straightforward, clear language.
Avoid Jargon
Legal work is already nuanced; avoid using “legalese.”
Prioritize Empathy
While we’re direct and to-the-point, don’t lose sight of your empathy.
Like what you see?