From First Click to First Step
Designed to engage prospective undergraduates and their supporters on web and mobile, this university microsite offers a dynamic intro to SUNY Oswego — showcasing academics, affordability, and vibrant student life.
Launched in 2023, the go.oswego.edu was created as a dedicated landing for digital advertising and email outreach — intentionally separate from the main university site to provide a cleaner experience for prospective students, it emphasizes strategic conversion actions — request info, visit and apply to drive lead generation.
Team
Client: SUNY Oswego Undergraduate Admissions
Armor: Agency design & development partner.
Nick Malchoff: Directed content architecture, and manuscript development.
Marybeth DeGroot: Oversaw brand samples, asset management, and creative direction.
Rose Throop: Prepared agency request for proposals, reviewed content (sitemap, metadata, manuscript and prototypes) contributed photo content, prepared athletic and club collages, and trained on the WordPress CMS for post-launch backend support.
Process
Time was a central challenge: launched in late July and published by mid-September 2023, the project demanded rapid iteration of sitemaps, wireframes, and comps, while balancing accessibility, SEO, and a seamless user experience across devices. Design elements also had to ensure cohesion between web and print media.
The process began with a comprehensive sitemap and metadata plan to establish information architecture. Content was collaboratively developed first within a manuscript, to desktop wireframes and refined through visual design reviews.
Development followed, with responsive templates built and integrated into the CMS, while adhering to SEO best practices and WCAG 2.1 AA accessibility standards.
Visuals & Photography
My original photography features prominently throughout the microsite, contributing to its authentic, student-centered visual identity. Curated collage components add variety and visual appeal as they express the range of intercollegiate athletic and club activities at SUNY Oswego
Colophon
Typography: Bebas Neue Pro (Dharma Type) and Roboto (Google Fonts).
Visuals: The site and collage work incorporate photo and video assets produced or managed by SUNY Oswego’s Communications & Marketing and Intercollegiate Athletics Offices, along with select imagery from Adobe Stock.
Tools & Platform: Google Suite, Adobe Photoshop, and Pastel (team feedback). Developed on the WordPress CMS.