The original site didn’t have branding that allowed Pincrest to be congruent brand. The font selections made the copy difficult to read. The navigation elements were confusing to users – the original site had well over 100 navigation elements and the user couldn’t find the specific school they needed to access. Furthermore the site itself wasn’t responsive.
I chose three main colors and two variants to simplify the Pinecrest brand. This allowed for a consistency across all five campus locations as well as an ease of implementation for each brand asset – from signage to daily academic supplies.
The brand symbols were sculpted and refined to give an elegance as well as hint at collegiate aspirations that all Pinecrest students aim for. The book for knowledge, the pillar to represent a strong foundation, and the pine tree to represent growth and the school district’s roots.
I chose Sanchez for the Pinecrest masthead because it is friendly, upright and original, charming and versatile. I used this font-family to encapsulate the spirit of Pinecrest in typographic form to appeal to both parents enrolling their children as well as the students themselves.
Pinecrest’s typographic set needed a companion font for use in body copy and display text. I found the thinner, yet still playful, Bree Serif to be both legible and aesthetically compatible with Sanchez.
The Pinecrest School District is built on WordPress with a, from-the-ground up, custom theme. This allows the Pinecrest School administration to update the website on their own and not rely on a webmaster. Even the least technologically savvy is able to make the daily updates needed to communicate with parents.
By moving the site to a dedicated cloud server, we have eliminated slow load times and website crashes that plagued the previous site, which played a significant role in the decreased signups.