Niche.com
Role: Creative Director
Niche is an Education SaaS company dedicated to helping students and parents find the schools, colleges, and neighborhoods that best match their needs. In 2020, I joined as the company’s first Creative Director, leading a small but talented internal design team.
In addition to streamlining daily workflows and fostering team growth, I spearheaded a comprehensive brand evolution. Focused on resonating with college-seeking students, we reimagined the brand’s aesthetic to be approachable, relevant, and confident—values that align with Niche’s mission of guiding students and families through one of life’s most significant decisions.
Our rebranding efforts centered on showcasing the product with bold yet clean layouts, complemented by relatable imagery of real students on their journey. This thoughtful approach not only elevated the brand but also strengthened its connection with the audience.
Our newest feature, Niche Direct Admissions®, allows students to gain acceptance to colleges and universities directly through their Niche profile, eliminating the need for the traditional, often time-consuming application process.
To introduce this groundbreaking feature to our users, we developed targeted campaigns highlighting the Direct Admissions functionality. Participating schools are clearly marked with a red flag, making it easy for students to identify opportunities and take advantage of this streamlined process.
One of our largest traffic drivers is our paid social ads promoting monthly scholarships. Scholarships are an effective way to capture students' attention and bring them to the site. By designing seasonal, eye-catching scholarship ads, we keep users engaged and returning month after month.
Creating a comprehensive Brand Guideline ensures our brand remains cohesive across all aspects of our marketplace. These guidelines provide the internal design team with best practices for everything from typography to illustrations, striking a balance between setting clear boundaries and allowing room for creativity and evolution.
