Rawls
Project Description
Website Redesign
Project Credits
Creative Direction:
Giorg Yela
Release Date
2022
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About the project
Rawls College of Business at Texas Tech University needed a digital presence that reflected its values of professionalism, clarity, and aspiration. The previous site lacked visual hierarchy and felt outdated, making it difficult for students, faculty, and prospective applicants to navigate or find key information. The redesign focused on creating a modern, confident platform that could elevate the college’s academic reputation and support its community more effectively.
User interviews were conducted with stakeholders from various departments, current students, and alumni to inform the site’s structure and content priorities. From these insights, a set of user personas was developed to build empathy and put a face to the audience. Personas helped stakeholders better understand their users and guided design decisions toward more meaningful experiences. Based on these personas, user journeys were created to identify pain points, surface improvement opportunities, and establish clear, obstacle-free paths through the site.
This research directly informed the sitemap and wireframes, which were developed in parallel with ongoing stakeholder meetings to ensure alignment and clarity throughout the process. Input was continuously gathered and iterated on, helping shape a structure that reflected user needs while meeting institutional goals.
A refined visual system was created to bring consistency, clarity, and distinction to the Rawls brand. Bold typography established a strong hierarchy and helped guide users through content, while generous white space and a minimalist layout created a sense of sophistication and focus. The visual rhythm was carefully considered to enhance readability across long-form content and shorter promotional modules. Subtle scroll-based interactions and micro-animations were introduced to add dimension and feedback without drawing attention away from the content. Purposeful photography and graphic elements were integrated throughout to reinforce the college’s identity and values, lending warmth and personality to the experience.
To support long term scalability and content flexibility, a comprehensive system of reusable components was developed and documented. These components allowed internal teams to build out pages confidently, without compromising the integrity of the design. Modules were built to adapt across different content types and screen sizes, ensuring visual consistency while allowing for editorial freedom. This system extended into a flexible page building structure within the CMS, giving administrators better control over layout, messaging, and storytelling.
The platform was launched on a tight timeline, with efforts coordinated closely across teams. This included a fast moving collaboration with a campus photographer to capture new imagery before the start of the school year. Despite the accelerated schedule, the outcome delivered a balance of polish and usability, enabling Rawls College to maintain and evolve its digital presence with confidence.
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