Learn & Plan

As American Student Assistance (ASA) continues its evolution, we collaborated with the non-profit to create a new site to support ASA’s new mission as a tech and insight-driven product innovator, a facilitator of experiences, and an advocate that creates tools and platforms to help kids define their ideal careers and take more effective steps to realize them.

Key Project Methods & Deliverables

Brand evolution

Competitive analysis

User research

Persona development

User journey mapping

Agile work sessions

Experience brief


UX/UI design

Visual design

Messaging strategy



Responsive web design


Figma & messaging guides

Concept & Test

ASA is a different kind of non-profit, one with the vision and resources to make a significant impact on the lives of millions of people (30 million middle and high-school age children, in fact). So we built from the organization’s mission “to spearhead a career-readiness revolution for students nationwide that helps build a generation of successful individuals who are confident, competent, and ready to realize the future they envision” to create an experience that highlights the organization’s people, collaborations, and successes to show how that mission could be achieved.

Design & Deliver

The new site was designed as a dynamic, engaging example of ASA’s unique ability to connect with, understand, and serve young people’s needs, and a call for collaborators to help ASA achieve its mission to prepare 30 million American kids for rewarding, productive careers. By asking “what if” we learned from kids, built for kids, and amplified ASA’s efforts to serve kids, the new site highlights the potential impact of ASA’s work on the next generation of Americans, while enrolling like-minded organizations and individuals to play a part in shaping that future. ASA wanted more than a site, they wanted to start a movement, one that starts by asking “What if?”

Multi-pronged narrative with illustrative story telling
Simplified architecture & reusable templates
Pattern library
Publishing and lead gen powerhouse
Custom illustrations & photography
Slice 1 Created with Sketch.

They understand the value of collaboration and thrive in environments where this is the focus of both parties.

VP Marketing, Greg Smith

Design & Messaging Guides
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