Modernizing a Historic Brand
When Virginia Military Institute set out to increase enrollment, improve retention, and attract a more diverse corps of cadets, it became clear: the marketing playbook needed a rewrite.
The school’s identity was steeped in tradition, but its digital and print messaging lagged, more defensive than dynamic, and disconnected from what prospective cadets were seeking.
As Director of Online Communications and Branding, I led a comprehensive rebrand that shifted VMI’s narrative from reactive to proactive. My goal: build a presence that was bold, authentic, and aligned with a future-facing vision of leadership, service, and belonging. To do this, I introduced new platforms, governance structures, and campaigns that connected institutional mission to modern user expectations.
VMI’s website was more artifact than asset.
Outdated tech, fragmented content, and a structure that left users guessing. The one-size-fits-all site wasn’t working for anyone.
VMI’s existing website was more artifact than asset—outdated tech, fragmented content, and a structure that left users guessing.
To address the challenge, I led the redesign of VMI’s digital ecosystem by segmenting a single website into three distinct platforms, implemented role-based content strategies for each platform and worked cross-functionally to align content with enrollment, marketing, and IT goals.
vmi.edu
Public storytelling and institutional narrative
myvmi.edu
Internal tools and resources for current students, faculty, and staff
inside-vmi.edu
Recruitment-focused portal for prospective cadets and families
Established a unified, scalable web presence, improved accessibility and user experience, and achieved record-breaking recruitment and advancement results.
Improved site performance and personalization
Prospective students found what they needed faster
Internal audiences gained a clutter-free space for tools and services
Boosted engagement and improved application yield
Reduced bounce rates and information fatigue
