Understand
Audit the website, brand, and marketing materials through the eyes of a family discovering the school for the first time.
CE Academy · 2021–2022
Clarifying the story behind a specialized school.
What began as a conversation about social media became a broader effort to clarify the school’s positioning, identity, and digital experience.
ClientCE Academy
FocusStrategy, story, website
My roleStrategy, direction, design, Webflow
CollaborationLogo, copy, QA, and SEO with Marium
The situation
The request was more marketing. The need was more clarity.
CE Academy is a nonprofit private school serving children with motor-function disabilities through Conductive Education. It had meaningful programs and a trusted reputation, but its website and marketing did not quickly explain who it served, how its approach worked, or why it was different.
When I reviewed the existing materials, I struggled to answer a basic question: what exactly does CE Academy do? If I could not understand it quickly, prospective families were likely facing the same problem.
The core problem
More visibility would have amplified an unclear story.
The website, logo, and messaging had evolved independently. Before producing more content, the organization needed one coherent foundation.
The approach
Clarify
Use collaborative workshops to define the marketing story, brand values, archetypes, messaging pillars, and visual direction.
Build
Translate the strategy into a new identity, customer journey, website architecture, copy, design, and responsive Webflow build.
Key decisions
Fix the foundation before increasing visibility.
Future marketing needed to reinforce a message people could understand.
Build the identity around the mission.
The new visual system and school crest were developed intentionally rather than treated as a cosmetic update.
Rewrite, not merely redesign.
The challenge was not only how the website looked. The story itself needed to become clearer.
Design around families’ questions.
The customer journey and site structure followed what prospective families needed to understand and do next.
What we created
One strategy expressed across every touchpoint.
Brand frameworkMarketing storyLogo and school crestCustomer journeyWebsite copyResponsive Webflow site
The result
A clearer foundation for families and future marketing.
CE Academy emerged with a unified identity, a website aligned with its mission, and a clearer way to communicate the value of Conductive Education.
The project reinforced a lesson that has shaped my work since: marketing rarely fails because there is not enough content. More often, the underlying story is not clear enough yet.
Visit CE Academy ↗