Baltimore Collegetown

A full redesign grounded in our Discover360™ framework, combining qualitative insights, behavioral data, and technical evaluation to define a clear strategic direction, allowed us to reposition the site around a unifying concept: “Opportunity.”

From a content perspective, we elevated key offerings such as internships, student exchange programs, and city exploration while introducing new lead-generation opportunities through institutional profiles. By framing Baltimore as a place where education, career access, and community converge, we helped reposition the city itself as part of the college experience.

Structurally, we rebuilt the experience with audience-based navigation, creating clear pathways for students, parents, counselors, and employers to access relevant content quickly. A mobile-first, accessible interface improved usability across devices while meeting all WCAG 2.1 Level AA standards.

On the backend, we migrated the site to Drupal, seamlessly retiring the old CMS and enabling flexible content modeling and integrations such as real-time transit data. The result is a streamlined, modern platform that balances depth of information with clarity and ease of use for internal teams and external audiences.

Transformation. The redesigned site evolved from an outdated, information-heavy experience into a more intuitive and engaging platform for students, families, and partner institutions. Migration was completed ahead of the legacy platform sunset, setting the foundation for long-term scalability and performance. Improved information architecture and mobile optimization created a significantly more intuitive user experience, while upgraded analytics through GA4 allow for stronger tracking and ongoing optimization.

Most importantly, the site now supports Collegetown’s broader mission: increasing awareness of Baltimore as a college destination, deepening engagement with its programs, and delivering greater value to member institutions as a recruitment and retention tool.