CASE STUDY: Parsons Executive Education

As Associate Design Director at The New School, I led the visual strategy and design for the Parsons Executive Education website, a commercial continuing education platform serving both corporate clients and individual professionals. Working within the constraints of an existing LMS platform, I developed a cohesive brand adaptation that maintained The New School's established identity while creating a distinct visual language for executive offerings. I provided detailed design specifications and visual guidelines for external development partners, then managed multiple revision cycles to ensure both brand integrity and platform functionality.

 

    • Brand system adaptation — Translating established brand guidelines to work within technical platform constraints

    • Dual-audience strategy — Designing for both B2B corporate buyers and individual end-users

    • Cross-team leadership — Art directing junior designers while collaborating with editorial and senior creative staff

    • Vendor management — Creating comprehensive design specifications for third-party implementation

    • Quality assurance — Managing iterative feedback cycles to maintain brand standards within system limitations

    • Commercial education expertise — Understanding the unique positioning needs of executive/continuing education markets

  • Editorial: John Haffner-Layden
    Junior Designer: Christine Wang
    Design Director: John Lepak
    Associate Design Director: Carmen McLeod