American University

Telling a university’s story

Media item displaying American University


Brand Extension, Content, Messaging, Website

American University wants to attract a talented, diverse student body, recruit top-level scholars and increase engagement with its community and alumni. The strategy: establish the university as an impact player that takes on the most crucial issues of the day. We created the design and content for two microsites for AU, launched within a month of each other. The first, Challenge Accepted, showcases AU’s concrete progress addressing big challenges—like climate change, political polarization and supporting its hometown of Washington, DC. The second, Change Can’t Wait, highlights the impact of donors in strengthening AU’s student experience and diverse outward-facing initiatives. Both sites feature engaging imagery, intuitive navigation and compelling storytelling.