Princeton Election Consortium

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Status: Launching soon

Client: Princeton University

Agency: GoodFolk

Role: Creative director and designer (primary)

Team: 2 supporting UX/UI designers

For this project, I was tasked with pulling off both a thrifty micro-rebrand and a full website UI skin, while also optimizing core user flows as part of a sitemap update.

My favorite part of this project was being able to apply some of my favorite typographic styles from my past life as a journalist. Using an aesthetic that reminds someone of print media can be a strong credibility signal booster for both the content and the source.

Serif typography defined the brand and the UI, but our client’s request to keep the cicada (a nod to the website’s 17-year revival) front and center allowed us to keep an element of play in an otherwise formal website.