UX/Visual Design
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American University in Cairo

 
 
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In 2020, the American University in Cairo will be celebrating its centennial, marking 100 years since its founding. AUC needed a centennial website to serve as a destination for visitors to learn more about its history, strategic future, and celebratory events, as well as opportunities for donor, alumni, and student engagement.

As a part of a tight-knit team with a strategist, developer, producer, and visual designer, I was solely responsible for the creation of the wireframes and structural design for this project.

 
 
 
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To determine the visual direction for the client, we created inspirational moodboards. The aesthetic for the Centennial website would be forward-facing and edgy, playing with visual elements such as the grid, bold type, vibrant color, and tension between imagery and form.

 
 
 
 
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The wireframes underwent three iterations. They laid the foundation for a grid system for various editorial pieces featuring AUC people and stories, and strategically placed CTAs to encourage donations, e-commerce, social shares, in-person engagement, and user generated content. I was also responsible for providing detailed annotations to ensure proper handoff to both the client and developers.