The issue wasn’t a lack of content; it was a lack of structure. AASCU’s digital ecosystem mirrored its internal organization, grouping programs by department and funding stream. But visitors don’t arrive thinking in org charts. They arrive with questions, priorities, and goals. The opportunity was to reorganize around those entry points, making engagement intuitive rather than investigative.

Friday restructured the site around six audience-centric priority areas, using them as the backbone for both messaging and navigation. A new tagging and filtering system powers dynamic program, event, news, and resource libraries, ensuring relevant content automatically surfaces where it belongs. By aligning user journeys with a cohesive visual identity and clearer calls to action, we transformed the site from a content repository into a navigable platform for engagement.