I reviewed how previous campaigns were built in both WordPress and HubSpot to understand what could be reused and where limitations existed. Since components rarely carried over between platforms, identifying constraints early allowed me to design layouts that worked within each system instead of fighting against them.

Each campaign served a different audience and purpose, from conference promotion to educator resources and student engagement. I mapped content priorities and user intent for each initiative, which helped shape page flow, hierarchy, and calls to action. This ensured key messages were clear and easy to find regardless of campaign type.

With shared templates unavailable, consistency came from visual and structural choices. I relied on consistent grids, typography, spacing, and color usage to create cohesion across campaigns. Brand became the connective tissue, allowing each page to feel distinct while still clearly part of the Vernier ecosystem.

I analyzed past Vernier campaigns alongside other education-focused websites to identify patterns that supported clarity and engagement. Clear hierarchy, concise messaging, and purposeful imagery consistently helped communicate complex ideas quickly. Subtle interaction cues added a sense of discovery without overwhelming the experience.

Some earlier campaigns leaned heavily on bold visuals, which occasionally affected navigation clarity. My approach balanced visual excitement with simplicity, ensuring every design choice served both aesthetics and function. Pages needed to feel dynamic while remaining intuitive and accessible.

I reviewed how assets and content moved between design, development, and marketing teams. This helped clarify which elements should remain fixed and which could adapt per campaign. Aligning early on technical and content needs reduced friction later and supported smoother builds and updates.