info@clay-pixels.com
info@clay-pixels.com
info@clay-pixels.com
DIGITAL DESIGN
DIGITAL DESIGN
UI/UX DESIGN
UI/UX DESIGN
Building a digital ecosystem
for Australia's #1 university.
Building an ecosystem for Australia's #1 university.
Building a digital ecosytem for Australia's #1 university.
The University of Melbourne is consistently ranked as Australia’s #1 University, and securing them as a partner was a decade-long milestone for Keypath.
As the Design Lead for this partnership, I was responsible for bridging the gap between the university’s prestigious brand, delivering performance-driven creative that achieved a 3.7x higher click-through rate than previous benchmarks.
My role also involved establishing the brand guidelines for UoM Online and ensuring every touchpoint, from high-fidelity web designs to marketing assets, maintained a premium feel that resonated with the University’s core audience.
The University of Melbourne is consistently ranked as Australia’s #1 University, and securing them as a partner was a decade-long milestone for Keypath.
As the Design Lead for this partnership, I was responsible for bridging the gap between the university’s prestigious brand, delivering performance-driven creative that achieved a 3.7x higher click-through rate than previous benchmarks.
My role also involved establishing the brand guidelines for UoM Online and ensuring every touchpoint, from high-fidelity web designs to marketing assets, maintained a premium feel that resonated with the University’s core audience.
The University of Melbourne is consistently ranked as Australia’s #1 University, and securing them as a partner was a decade-long milestone for Keypath.
As the Design Lead for this partnership, I was responsible for bridging the gap between the university’s prestigious brand, delivering performance-driven creative that achieved a 3.7x higher click-through rate than previous benchmarks.
My role also involved establishing the brand guidelines for UoM Online and ensuring every touchpoint, from high-fidelity web designs to marketing assets, maintained a premium feel that resonated with the University’s core audience.
My involvement with UoM Online.
As Design lead for UoM Online, I worked on both brand alignment and technical execution, working with Senior Marketing Managers, Copywriters, PPC Specialists, and external partners. It was an all-encompassing role that required wearing a few different hats.
The hands-on aspect of the role involved creating a library of digital assets, including landing pages, animated PPC creative, and digital brochures. I also worked directly with the university to lead and execute the creation of UoM Online’s Brand Guidelines.
Creating UoM Online's Style guide.
One of the key deliverables of this partnership was the creation of the UoM Online Brand Guidelines. Working closely with university stakeholders, I developed a comprehensive style guide designed to bring a traditional academic identity into a modern, digital-first context.
This style guide covered everything from typography, grid systems, photography requirements, colour palette, graphic elements, and more. The rules ensured that as we scaled, every piece of content felt like it belonged to the same ecosystem.
Course launch material.
Launching a new program (whether it was the Master of AI or Youth Mental Health) required a full-funnel design suite, tailored to specific personas. I managed design of all marketing assets for these launches. These included:
Creating digital brochures, that distilled complex course data into one premium and easy to read digital asset.
Designing high-fidelity course and web pages, ranging from program pages to an editorial-style blog homepage that supported our content strategy.
Developing the entire suite of creative assets, from animated and static PPC ads, to EDMs, and more, ensuring every touch-point felt premium and consistent.
Web design and development.
My work as Design Lead also bridged the gap between creative concept and live site. I handled the build for several new course pages in Drupal, while acting as the primary design lead for our developers on larger site sections, such as the blog homepage.
Designs were created in Figma, before being built in Drupal. This collaborative approach ensured that every new layout was technically sound and visually aligned with the premium brand we’d established.
Campaign collateral.
Campaign Collateral: Success in this role was measured by performance, not just pretty designs.
In addition to course-assets, I also led the creative direction for webinar campaigns, focusing on landing pages and animated PPC assets.
Our PPC ads for the MED webinar achieved a 3.7x higher click-through rate than previous benchmarks from other partners.
The data showed that the designs didn’t just look good, they contributed to a significant increase in quality leads and student conversions. These results established a new visual and marketing standard for future business.
MY INVOLVEMENT
My involvement with UoM Online.
My involvement with UoM Online.
As Design lead for UoM Online, I worked on both brand alignment and technical execution, working with Senior Marketing Managers, Copywriters, PPC Specialists, and external partners. It was an all-encompassing role that required wearing a few different hats.
The hands-on aspect of the role involved creating a library of digital assets, including landing pages, animated PPC creative, and digital brochures. I also worked with the university to lead and execute the creation of UoM Online’s Brand Guidelines.
BRAND GUIDELINES
Creating UoM Online's Brand Guidelines.
WEBINAR CAMPAIGN
Campaign collateral.
Before and after: above shows the difference between an external
freelancer's initial concept vs. the final result.
Success in this role was measured by performance, not just pretty designs. In addition to course-assets, I also led the creative direction for webinar campaigns, focusing on landing pages and animated PPC assets. The PPC ads I created for the MED webinar achieved a 3.7x higher click-through rate than previous benchmarks from other partners. The data showed that the designs didn’t just look good, they contributed to a significant increase in quality leads and student conversions.
Before and after: for the sake of time, some of the campaign creative was initially outsourced to external freelancers. The side-by-side frames above show the final 2–3 seconds of an animated PPC ad (the critical moment where visual hierarchy determines the click). By stripping away the clutter of the original version (left) and focusing on high-impact simplicity (right), I was able to transform a busy execution into a conversion-focused asset that significantly outperformed previous benchmarks.
One of the key deliverables of this partnership was the creation of the UoM Online Brand Guidelines. Working closely with university stakeholders, I developed a comprehensive style guide designed to bring a traditional academic identity into a modern, digital-first context.
This style guide covered everything from typography, grid systems, photography requirements, colour palette, graphic elements, and more. The rules ensured that as we scaled, every piece of content felt like it belonged to the same ecosystem.
DESIGN ASSETS
Course launch material.
Launching a new program (whether it was the Master of AI or Youth Mental Health) required a full-funnel design suite, tailored to specific personas. I managed design of all marketing assets for these launches. These included:
Creating digital brochures, that distilled complex course data into one premium and easy to read digital asset.
Designing high-fidelity course and web pages, ranging from program pages to an editorial-style blog homepage that supported our content strategy.
Developing the entire suite of creative assets, from animated and static PPC ads, to EDMs, and more, ensuring every touch-point felt premium and consistent.
WEBINAR CAMPAIGN
Campaign collateral.
Before and after: above shows the difference between an external
freelancer's initial concept vs. the final result.
BRAND GUIDELINES
Creating UoM Online's Brand Guidelines.
One of the key deliverables of this partnership was the creation of the UoM Online Brand Guidelines. Working closely with university stakeholders, I developed a comprehensive style guide designed to bring a traditional academic identity into a modern, digital-first context.
This style guide covered everything from typography, grid systems, photography requirements, colour palette, graphic elements, and more. The rules ensured that as we scaled, every piece of content felt like it belonged to the same ecosystem.
Success in this role was measured by performance, not just pretty designs. In addition to course-assets, I also led the creative direction for webinar campaigns, focusing on landing pages and animated PPC assets. The PPC ads I created for the MED webinar achieved a 3.7x higher click-through rate than previous benchmarks from other partners. The data showed that the designs didn’t just look good, they contributed to a significant increase in quality leads and student conversions.
Before and after: for the sake of time, some of the campaign creative was initially outsourced to external freelancers. The side-by-side frames above show the final 2–3 seconds of an animated PPC ad (the critical moment where visual hierarchy determines the click). By stripping away the clutter of the original version (left) and focusing on high-impact simplicity (right), I was able to transform a busy execution into a conversion-focused asset that significantly outperformed previous benchmarks.
BRAND GUIDELINES
Creating UoM Online's Brand Guidelines.
One of the key deliverables of this partnership was the creation of the UoM Online Brand Guidelines. Working closely with university stakeholders, I developed a comprehensive style guide designed to bring a traditional academic identity into a modern, digital-first context.
This style guide covered everything from typography, grid systems, photography requirements, colour palette, graphic elements, and more. The rules ensured that as we scaled, every piece of content felt like it belonged to the same ecosystem.
DESIGN ASSETS
Course launch material.
Launching a new program (whether it was the Master of AI or Youth Mental Health) required a full-funnel design suite, tailored to specific personas. I managed design of all marketing assets for these launches. These included:
Creating digital brochures, that distilled complex course data into one premium and easy to read digital asset.
Designing high-fidelity course and web pages, ranging from program pages to an editorial-style blog homepage that supported our content strategy.
Developing the entire suite of creative assets, from animated and static PPC ads, to EDMs, and more, ensuring every touch-point felt premium and consistent.
UI/UX DESIGN
Web design and development.
My work as Design Lead also bridged the gap between creative concept and live site. I handled the build for several new course pages in Drupal, while acting as the primary design lead for our developers on larger site sections, such as the blog homepage.
Designs were created in Figma, before being built in Drupal. This collaborative approach ensured that every new layout was technically sound and visually aligned with the premium brand we’d established.
WEBINAR CAMPAIGN
Campaign collateral.
Before and after: above shows the difference between an external
freelancer's initial concept vs. the final result.
Success in this role was measured by performance, not just pretty designs. In addition to course-assets, I also led the creative direction for webinar campaigns, focusing on landing pages and animated PPC assets. The PPC ads I created for the MED webinar achieved a 3.7x higher click-through rate than previous benchmarks from other partners. The data showed that the designs didn’t just look good, they contributed to a significant increase in quality leads and student conversions.
Before and after: for the sake of time, some of the campaign creative was initially outsourced to external freelancers. The side-by-side frames above show the final 2–3 seconds of an animated PPC ad (the critical moment where visual hierarchy determines the click). By stripping away the clutter of the original version (left) and focusing on high-impact simplicity (right), I was able to transform a busy execution into a conversion-focused asset that significantly outperformed previous benchmarks.
UI/UX DESIGN
Web design and development.
My work as Design Lead also bridged the gap between creative concept and live site. I handled the build for several new course pages in Drupal, while acting as the primary design lead for our developers on larger site sections, such as the blog homepage.
Designs were created in Figma, before being built in Drupal. This collaborative approach ensured that every new layout was technically sound and visually aligned with the premium brand we’d established.
UI/UX DESIGN
Web design and development.
My work as Design Lead also bridged the gap between creative concept and live site. I handled the build for several new course pages in Drupal, while acting as the primary design lead for our developers on larger site sections, such as the blog homepage.
Designs were created in Figma, before being built in Drupal. This collaborative approach ensured that every new layout was technically sound and visually aligned with the premium brand we’d established.
DESIGN ASSETS
Course launch material.
Launching a new program (whether it was the Master of AI or Youth Mental Health) required a full-funnel design suite, tailored to specific personas. I managed design of all marketing assets for these launches. These included:
Creating digital brochures, that distilled complex course data into one premium and easy to read digital asset.
Designing high-fidelity course and web pages, ranging from program pages to an editorial-style blog homepage that supported our content strategy.
Developing the entire suite of creative assets, from animated and static PPC ads, to EDMs, and more, ensuring every touch-point felt premium and consistent.
Let's work
together.
joshuascott888@outlook.com.au