Colby College Admissions

A completely reimagined, easy to maintain, Admissions website brings Colby’s brand pillars to life and helps guide users through the enrollment journey.

Image of Colby College of Admission homepage

Nuts &

Project Scope

  • Discovery & audience research
  • User experience strategy
  • Translating brand strategy to digital 
  • Information architecture & navigation strategy
  • Wireframes & page design
  • Content strategy, copywriting & messaging
  • Component library design & front end development
  • Custom WordPress implementation (Gutenberg Block Editor)
  • CMS & editorial training
  • Launch prep & support 
  • Post launch support

Launch Date
May 2022



Component Library Platform


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Founded in 1813, Colby College is the 12th oldest liberal arts college in the United States.

Located in scenic Waterville, Maine, Colby College is a top ranked, highly respected institution. The Colby College Admissions team wanted to create a digital experience that embraces their location while also moving beyond the College’s previous “Dare Northward” campaign.

The new site creates an authentic and engaging digital experience that brings Colby’s four brand pillars to life:

  • Academic Excellence
  • Affordability & Accessibility
  • Student Support
  • Outcomes
Photo of Colby College of Admissions campus in Fall

To support Colby Admissions’ goals, NewCity helped create a new web presence that elevates their brand position, provides an improved user experience for prospective students, and includes call to action strategies to drive conversions and KPIs such as: join our mailing list, take a virtual tour, and apply.

Based on the Colby team’s guidance, audience research, and usability testing, the site’s new information architecture includes a navigation system that quickly and clearly addresses key areas of interest for prospective students and families.

The navigation system makes it straightforward for visitors to quickly get answers to questions and take the next step in their enrollment journey. The home page also supports these priorities, with prominent messaging and links to further information about financial aid, application deadlines, and major differentiators that draw students to the school.

Another important step toward optimizing the user’s experience was to incorporate Algolia Search which is an advanced search product that auto corrects, makes recommendations and displays popular searches in real time based on what is being typed in the search box.

In collaboration with the Colby Admissions team, NewCity explored new ways to unify their brand. Drawing inspiration from the visual direction and messaging strategy implemented in Colby’s new viewbook and other marketing channels, NewCity helped create a cohesive visual identity and developed a design system which the Admissions team can use to extend their web presence into the future.

Want to talk enrollment strategy?

Enrollment Services is led by Robynne Lofton whose career spans 26 years in enrollment management positions.