Delaware College of Art and Design (DCAD)
Delaware College of Art and Design (DCAD) was a hub for creativity and innovation in Wilmington, DE. In 2020, their website needed a refresh to reflect the vibrant, quirky spirit of their community and support their recruitment goals. With the website and social media as key channels for engaging prospective students, DCAD needed a website that showcased their creativity, celebrated student work, and shared the success stories of their alumni. Around the same time, we also lent a hand with their social media strategy, stepping in to support their lean marketing team on a tight budget.
Scope of Work
- Market Research and Stakeholder Interviews
- Content Strategy and Information Architecture
- Website Copywriting, Design, and Development
- Organic Social Media Management
grounded in research, built for impact
Our approach started with in-depth research to understand DCAD’s unique identity and its role within the art education landscape. We analyzed the websites and social media strategies of all colleges within the Association of Independent Colleges of Art and Design (AICAD), identifying best practices and trends. A detailed content analysis of top-performing posts across peer institutions revealed that showcasing student work and alumni success stories consistently drove engagement. We also conducted stakeholder interviews with DCAD’s students, alumni, professors, leadership, and admissions teams to understand their needs, goals, and vision for the site. These insights informed every decision, from navigation to design, ensuring the site reflected the voices and values of the entire DCAD community.
simplifying structure,
spotlighting community
DCAD’s website was due for a usability overhaul. Navigation was cluttered, and important information was buried, making it hard for potential and current students to find what they needed. We reimagined the site from the ground up, shaping its navigation and layout around what matters most: DCAD’s students, faculty, alumni, and community. By reorganizing the content and streamlining the structure, we created a more accessible, engaging online space—one that communicates DCAD’s value with every interaction.
BUILT FOR
IMPACT
A Playful Palette of Design and Functionality
We centered the redesign around showcasing student work while capturing the playful, quirky spirit of DCAD’s close-knit community. To reflect this, we incorporated raw elements like hand-drawn icons, paint splatters, and interactive animations. The result is a creative yet functional website that celebrates both students and prospects. We designed a custom website from the ground up, equipping DCAD’s admissions staff with the tools to easily manage updates and keep the site running smoothly after launch.
Sharing the DCAD Story,
One Post at a Time
During the pandemic, we stepped in to support DCAD’s lean marketing team by creating posts that engaged and inspired their audience. Drawing from our comprehensive content analysis of peer institutions, we developed a strategy to celebrate DCAD’s vibrant community while amplifying their online voice. By showcasing stunning student artwork, highlighting faculty achievements, and sharing alumni success stories, we created posts that reflected the school’s creativity and strengthened its reputation. This thoughtful approach kept DCAD connected to its audience during a challenging time and boosted their recruitment efforts.
award-winning results
When DCAD’s new website went live, it made an instant impression. Celebrated by renowned platforms like Awwwards and Communication Arts, it earned accolades for its exceptional design and functionality. Alongside the successful site launch, DCAD’s social media channels saw impressive growth, with followers increasing by 8.5% and impressions tripling across all accounts. The website itself became a powerhouse of engagement, drawing over 10,000 monthly visits with strong session durations and low bounce rates.
188,613
new users
267,603
page views
2m 35s
average session
duration
A Tearful Farewell
Years after our work with DCAD, the college faced a series of challenges, including financial difficulties influenced by federal changes. DCAD has since been absorbed into the Pennsylvania College of Art & Design (PCAD), and Wilmington has lost a creative landmark. We are proud of our work with DCAD, proud of the region’s talented DCAD graduates, and choose to keep this case study as a memory of great work done with great people for a great cause.
