UArts Virtual Commencement: 2020
Role: Creative Strategist · Project Lead · Brand Steward
Client: The University of the Arts / Eastern Standard
Tools: Drupal, Harvest Time Tracking, TeamGantt, Jira, Slack
Project Overview and Objective
In May 2020, amid the onset of the COVID-19 pandemic, The University of the Arts—renowned for its high-production, celebratory commencements—needed to rapidly pivot to a fully virtual graduation experience. With a timeline of just a bit over a month, Eastern Standard was engaged to concept, design, and build a dynamic online platform that captured the spirit and creative energy of UArts’ graduating class.
As the project’s lead strategist and account liaison, I oversaw all aspects of the engagement, from scoping and timeline development to feature prioritization, team resourcing, and client communication. The result was a custom-built digital yearbook and interactive hub that supported multimedia student profiles, searchable taxonomy, and social engagement features—all leading to a live-streamed virtual commencement event.
Strategic Approach
Partnered with the client to prioritize features and functionalities within a six-figure budget and eliminate nonessential scope
Built an agile project plan that enabled simultaneous front-end and back-end development
Scoped and managed a cross-functional team including UX designers, developers, and content specialists
Designed a user-first taxonomy system, allowing site visitors to search by major, concentration, or student name
Key Features Delivered
Searchable Tagging System: Dynamic filtering by academic program, concentration, and individual names
Shout-Out Wall: A social feed-style page where friends and family could leave personalized messages and emojis
Countdown Clock: Built-in countdown to the YouTube live-stream commencement event
Student profiles: A flexible intake system using forms to generate individual student profiles with multi media support and written statements
Outcomes
Successfully delivered one of the first fully virtual commencements of its kind within higher education
Strengthened the agency’s relationship with the university, leading to future engagements
Created a scalable model for future digital ceremonies and online student showcases
Leadership and Collaboration
Provided weekly client status reports, including project milestones, risks, and detailed budget tracking
Acted as the central point of communication between UArts stakeholders and the internal team
Managed scope changes in real time while ensuring milestone delivery and resource optimization
