For the visual identity, she  kept two central elements to help maintain continuity with the original branding: the primary orange color and the secondary sans serif typeface. To evolve the brand and convey an association with learning and academia, Alicia selected a sophisticated serif and new complimentary colors that didn’t invoke travel or the outdoors. 

In approaching the website, Alicia introduced imagery and illustration, adding a human feel that it had previously lacked. Enhanced visuals and strategically placed information guide the user through a journey, encouraging lead gen.