Problem
Princeton was trapped in the past. Outdated design systems, clunky web infrastructure, and weak messaging made it hard to showcase their decades of experience and ability to close loans efficiently.
Solution
I started with the team and recruiting site to kickstart a brand refresh. Then I migrated the site to a static Jekyll build via CloudCannon, updated colors and typography, and strengthened messaging around their "Effortless Mortgage" tagline. I softened the color palette to be more approachable and introduced modern design patterns and image containers to make the site feel dynamic and alive.
What I did
Brand Updates
Art Direction
Design
Front-End Development