College Track has spent nearly three decades proving that first-generation students graduate at far higher rates when support lasts beyond just one moment. The old site couldn’t tell that story. Plus, content was buried so deep that even College Track’s own staff struggled to find it, while donors, prospective families, and university partners all arrived at the same homepage needing three different things from it.
Discovery interviews with College Track’s leadership surfaced one consistent answer to what mattered most: a visitor should understand who College Track serves and why the commitment runs ten years, not one. Teal used that insight to reorganize the site around College Track’s 10-Year Model itself — College Readiness, College Thrive, Alumni Network, Career & Life Design — so a donor reads it as proof of ROI, a family reads it as a roadmap, and a partner reads it as a pipeline.
A homepage that earns trust before it asks for anything
The new homepage leads with a bold mission statement, then an impact stats bar putting scholar numbers, the ten-year commitment, and nationwide reach in front of every visitor before any donation or application ask. A featured scholar story follows immediately after, pairing the data-first case with a human one before the page moves into a nationwide partner rail and the featured latest news.
A Clearer Path for Every Audience
Navigation was distilled from an internal org chart to five plain-language destinations — Program, Communities, Partners, Impact, About Us — with Donate and Become a Scholar anchored as persistent actions on every page. Interior pages run on a flexible “Build Your Own” template, so College Track’s small comms team can build new program and community pages without a developer, while custom treatments were reserved for the homepage, team bios, and story hubs.
More Than a Visual Refresh
The new design gives College Track a digital presence that better reflects the scale of its commitment, centers its scholars and families, and creates more space for the storytelling at the heart of its mission. College Track’s senior leadership immediately and wholeheartedly embraced the new direction. In it they saw a site that felt lighter, more vibrant, and better equipped to represent the future of the organization.
Looking Ahead
Phase 1 was scoped as the foundation — architecture, navigation, and a content system built to grow. Phase 2 is on the horizon, and will build on that foundation with a deeper focus on storytelling, refining the donor journey, and using analytics to better understand and improve the user experience.
Year of Completion
2026
Issues
Services
Project Team
Teal Media is a woman-led creative agency that builds brands and websites for nonprofits, foundations, and mission-driven organizations. We have a core presence in Washington, DC and Detroit, MI.
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