Princeton University

Princeton University

Making Admissions Approachable

A glimpse into student life at Princeton University

Project Overview

At top universities, common misperceptions can obscure truth and opportunity—a problem the Office of Undergraduate Admissions at Princeton knows well. Prospective students saw the school as intimidating and only for students of a privileged background.

Our redesign of their website brings stories of student life to the foreground to highlight the true Princeton: diverse, accessible, and welcoming. We shot and produced film and photo content for the school to leverage across its site, ensuring that every page offers a window into life at Princeton.

Project Videos and Images

A video of a user navigating Princeton's website on a laptop

Textural video pulls website users into campus life.

Three phone screens displaying information about the university on the mobile site

Princeton’s prospective students come from all over the world. Responsive design and optimized performance allows for smooth access regardless of device or internet connection.

Sun-Yung Alice Chang - Mathematics
Eddie S. Glaude Jr. - African American Studies and Religion
David MacMillan - Chemistry
Stacy Wolf - Lewis Center for the Arts, Music Theater

Approachable, narrative, portraits introduce Princeton’s esteemed faculty to prospective students.

A behind the scenes of a videographer recording the university's crew team on the river

An in-depth discovery process helped us craft a visual approach unique to Princeton.

A student lounging in a hammock on the campus grounds.

art students mixing paint on palettes


  • 87% increase in returning visitors
  • 24% increase in pages per session
  • 52% improvement in bounce rate


  • Webby Award winner
  • Communication Arts Webpick