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NYU Silver School of Social Work had a site that needed a deep reboot — to highlight Silver's innovative value and redefine social work.
The Challenge
Many universities and colleges come to us for help updating their marketing strategy and websites. NYU Silver School of Social Work approached us with a site that needed a deep reboot. The old site reflected an old fashioned notion of what Social Work is and the career paths that a Master’s in the field offers. And it obscured the fact that NYU Silver is a pioneer and thought leader, training Social Work professionals to work in the modern world.
Social Work has evolved from its early days as charity work into a social science grounded in rigorous methodologies. NYU Silver graduates grapple with some of the most complex issues of our time in careers ranging from clinical practice, policy, law, medicine and even politics. But the old site didn’t tell this story.
NYU Silver is famous for its clinical practice training. It’s not an undeserved reputation. The problem was that the school provides a much broader education than that. Graduates can do nearly anything with an MSW from NYU. What the school needed was a site that demonstrated that.
The Solution
We saw an opportunity to create a site that both highlights Silver’s innovative value and redefines social work. We amplified student voices on the site, demonstrating the range of experiences students have while they’re at the school. Situated in the heart of Lower Manhattan, the school puts students within a subway ride’s reach of opportunities to work with every type of community and issue. We leveraged the deep connection to New York City with an urban look and feel with a gritty, journalistic palette, black and white images and big headlines.
We also answered the question, “What does a Master’s degree in social work mean?” with real stories of the varied careers an MSW can lead to. In addition to the clinical training the school is known for,
We also aligned the technology behind the Silver site with NYU’s main site using Adobe Experience Manager and worked closely with the Silver team to make sure that managing the site would be seamless and user-friendly.
The Result
NYU Silver’s new site is as dynamic as the school and the students who train there. With its contemporary, editorial look and responsive design, the site reflects the comprehensive education students receive. From field training and rigorous academics to deep support and global work opportunities Silver is shaping the future of social work. Now its site is just as relevant, with the flexibility to grow and change with the school.
