Fulcrum Education Solutions
CLIENT: Fulcrum Education Solutions
ROLE: Lead Visual Designer, Creative Direction + Web Strategy
YEAR: 2022
COLLABORATOR: Jouhco (Brand Voice + Copywriting)
SKILLS: Brand Identity Development, Web Design, Color Strategy, UX Design, Responsive Design
OVERVIEW:
Led visual design strategy for Fulcrum Education Solutions, an education consultancy whose digital presence hadn’t caught up to the impact of their work, expanding their brand and rebuilding their website to finally reflect who they actually are.
AT A GLANCE:
Expanded a single-color brand into a full visual system and rebuilt the website around it. Prospective clients told the Fulcrum team the new site gave them exactly what they needed to make a partnership decision.
The Challenge
Fulcrum had been doing real work with educators and schools in the Midwest since 2015, but their website didn’t capture their impact. The brand lived entirely in a handful of blues pulled from the logo, the site felt dated, and in a crowded education consulting market, nothing about their digital presence set them apart or made a visitor want to reach out.
My Approach
I led visual design strategy while Jouhco built out the brand voice and website copy, and I made sure the two stayed in lockstep throughout. My focus was expanding Fulcrum’s color story using color psychology, choosing tones that felt both professional and genuinely warm, so the palette itself started to say “collaborative” before a visitor read a single word. From there, I carried that same warmth into the website through simplified navigation, generous white space, and a layout built to guide visitors clearly toward reaching out.
The Solution
I expanded Fulcrum’s palette beyond their original blues and built out clear guidelines so the new colors stayed consistent everywhere they showed up. On the website, I designed a clean, responsive layout that simplifies how visitors find services, improves readability through strategic spacing, and holds up just as well on mobile as it does on desktop. Every design decision stayed tied to Jouhco’s new messaging, so the visuals and the voice landed as one cohesive experience instead of two separate efforts stitched together.
The Impact
The site now actually looks like the organization Fulcrum always was: collaborative, professional, approachable. Prospective clients have told Fulcrum directly that the new website gives them exactly what they need to make a partnership decision, which is the clearest signal that a rebrand actually worked, not that it looks nice, but that it moves someone toward saying yes.
