Open By Nature
While this competitive program draws the attention of car lovers across the U.S., McPherson College needed to purposefully grow recognition of the college’s other unique programs and initiatives.
To do so, McPherson College saw the need for a brand and a focused, intuitive website. With that, the college charged Up&Up with understanding who they are as an institution and where they will head to clearly convey that to prospective students online.
Open By Nature
The platform elevates defining McPherson characteristics, like an open-minded mentality and an empowering community, along with the underlying acceptance of the college’s inherent qualities. The idea extends further into the physical abundant space on and around campus and the prospective students’ aspirational growth potential.
With the brand designed to transcend a one-time campaign or slogan, McPherson has embraced how it challenges prospective students to live with an open mind and become part of a community that values new perspectives.
The brand inspired the photographic direction. During an on-site photoshoot, alongside our photography partner Corey Nolen, we focused on capturing the growing student life, distinct program offerings, and expansive Kansas landscape.
Design and Development
At different stages of the site, we incorporated micro-interactions, such as various parallax effects, custom button hover states, progressive page loads, and more, to enhance the overall user experience.
To see for yourself, check out the live site.