Through the lens brightly.
Knowledge is power.
New American University of the Caribbean Medical School Website: Targeted Admissions, Adaptive Mobile, Robust CMS
TomA: We like working with medical schools. We like the science, we like the intent, we like the challenge. And we also particularly like the location of one of the medical schools we worked with, the American University of the Caribbean Medical School in St. Maarten. Unfortunately, no face-to-face visits in the tropics! We did, however, work closely with the marketing team based in New Jersey and Boston, and helped them with the development of their digital and mobile strategy, in the design of new interfaces and navigation metaphors, and in the development and deployment of a flexible, robust content management system.
AUC has a thirty-year track record, and is one of the top three medical schools in the Caribbean. Its graduates typically score as well as US mainland medical students in that all-important first test: the USLME Step 1. They also get into clinical training programs in outstanding hospitals in the US and the UK. Three things of note in this project:
- Targeted admissions microsite. A targeted admissions microsite for AUC was created, just for prospective students. Think of it as the short story for AUC: a quick, immersive, targeted, visual experience with a clear call for action. Or as an interactive ‘viewbook’. The idea isn’t new – a lot of higher education institutions implement admissions microsites. The differentiation is in the execution – in the design, in the visual acuity, in the fluid navigation. Students want to see themselves at an institution, and story flow does just that. Of most importance to prospective students is the outcome of their AUC experience, and the use of “infographics” drives the test results and clinical placements home.
- Adaptive mobile site. At this week’s American Marketing Association higher education conference (#AMAHigherEd) there is chatter about “forked” sites with different content on the main site and mobile site. This approach was taken with AUC. The intent was to pare down the content to the essentials and make it mobile specific. Take a look at the home page and the menu system. The language, images and functions are mobile specific, while retaining the overall brand image of the website and microsite. There are also links to the main website and news feeds from the main site to the mobile site.
- Main website. The main website, as noted at the Higher Ed marketing conference, is still the center of digital marketing efforts. It does reach more audiences, including prospective students, current students and faculty, alumni, and the general community, and it does have content developed for those audiences. The home page emphasizes the most important information for the most important targeted audience: the prospective student. Of critical importance – and prominence – the integration of social media throughout the main site. For content management: Kentico. No Code Blue. The system is used in a number of higher education websites. It matched the needs of AUC in terms of the size, scope, and envisioned growth of the website content and functionality.
Let there be light
Robert: A few weeks back, our videographer Nick spotted this light while I was in the other room photographing students for an upcoming project during their afternoon mechanics class. We asked the same students to take a break and stand in this room for a few minutes.
When they were near the window, I began to see a bit of the quintessential and coveted portrait light, known as “Rembrandt light,” appearing under their eyes. It’s a triangle of light that purists — whether a painter or photographer — look for in a portrait.
I can’t say I planned it that way when I walked into the room, but after a moment or two of moving them back and forth, left, then right, something looked “good” to my eye and I snapped the pictures.
WD wins at 2013 W³ Awards for Bridgewater State University admissions website
Thanks to the creative team at WD, BSU, and Kristin Lund of inkable for all the hard work put into the site; and of course, thank you to the W³ Awards for the recognition!
The W³ Awards honors “creative excellence on the Web, and recognizes the creative and marketing professionals behind award winning Websites, Web Video and Online Marketing programs. Simply put, the W³ is the first major Web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between.”
The awards are “sanctioned and judged by the International Academy of the Visual Arts, an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising, and marketing firms.” For more information about the W³ Awards, please visit www.w3award.com.
WD San Francisco celebrates ten years
Ten years ago this week, our WD San Francisco office opened up shop. WDSF is a full-service design studio and a sister office to the now 40-year-old WD Boston headquarters.
As you can see, we eventually did unpack those boxes, settling in to what we affectionately call “WD West.” After outgrowing our first digs on Townsend Street, we moved and expanded our space to an office suite on Mission Street several years later in 2011.
Above: Partner and creative director Bob Kellerman sets up his first San Fran office (left); the WDSF office now (right).
Seeing the unseen
One of the most compelling benefits of slow motion video is its ability to show a fresh take on everyday life.
The teaser clip above is a glimpse into WD’s recent slow motion video shoot with the Phantom Miro M320S, a high-speed camera capable of 1,000 frames per second.
Behind the Scenes
Weymouth Design produced this clip around Boston - at the Rose Kennedy Greenway fountains and, in the case of the singing bowl, at our studio.
NYU Langone Medical Center research report wins Ragan Health award
Weymouth Design is pleased to announce the NYU Langone Medical Center 2012 research report co-won “Best Print Publication” at Ragan Health’s 2013 Health Care and PR Marketing Awards! WD designers and photographers collaborated with the NYU team on the report, focusing on translational research and its impact on medical breakthroughs.
The 2012 “Team Science” research report is described by Ragan as “a ‘how-to’ of elegant, clear, readable prose about advances in a new scientific medical field: translational biomedical research.”
Congratulations to all the winners!
View the report here.