SKIDMORE
Brand
Design
Campaign
Marketing
Skidmore College approached adeo with a modest mandate: refresh an aging website without a full redesign and rebuild. Instead of settling for surface-level fixes, we used the college’s motto "Creative Thought Matters" as a strategic framework.
The Challenge
Skidmore College's website had become a liability—outdated, confusing, and off-brand. The college approved only a modest refresh, meant to be a temporary facelift rather than a full redesign. But for an institution built on the belief that Creative Thought Matters, surface-level fixes weren’t enough.
Our Approach
adeo redefined what a “refresh” could be. We used Skidmore's motto as our blueprint: "Creative" meant finding bold solutions within limits; "Thought" meant focusing on where impact would be greatest; and "Matters" meant measuring success by transformation, not deliverables.
The Work
We rebuilt what defines first impressions: homepage, primary entry points, and navigation systems. We added a utility sidebar that surfaces FAQs without cluttering the experience. And we structured everything for AI discoverability—because that's where students search now.
The new takeover navigation prioritizes users over organizational structure, guiding discovery and showcasing Skidmore's energy. A flexible design system empowers internal teams to expand the site confidently, ensuring sustainability from day one.
The Results
The site launched in 2025. Early response confirms what we designed for. Internal stakeholders immediately recognized something they'd been missing: the site now shows what Creative Thought Matters means instead of just saying it. For the first time, the digital experience captures what people feel when they visit campus. Prospective students encounter a site that reflects Skidmore's actual energy: creative, rigorous, distinctive.
The communications team gained a robust design system and strategic foundation that empowers them to evolve the site without waiting on vendors or justifying every change. The system can now scale with their ambitions.
For an institution that believes deeply that Creative Thought Matters, Tracey and her team were a perfect fit. They understood the importance of weaving Skidmore’s longstanding ethos into the design and user experience of our new website. By encouraging our entire team to think more deeply about how we present our values and our brand proposition, they helped us uncover new layers of what it can and should mean in today’s higher-ed landscape that demands differentiation.
Sara Miga
Senior Director of External Relations and Strategic Communication of at Skidmore College
The Impact
For higher ed institutions facing shrinking budgets and rising expectations, Skidmore proves what's possible: you don't need a bigger budget, just a braver strategy.
Hear From the Client
Elizabeth Stauderman, Skidmore's VP for Communications and Marketing, joined Tracey on the Escape Velocity podcast to discuss the creative process, the challenges of pushing boundaries in higher ed, and why trusting your agency matters more than having all the answers.
"I remember at one point early on, I literally said to the team, 'We're going to trust adeo's creative instincts here. If we start second-guessing every choice, we're going to end up with something safe and forgettable.' That mindset, that willingness to trust the experts we hired, that was huge."
Elizabeth Stauderman
VP for Communications and Marketing, Skidmore College
Listen to the full conversation here.