Oregon college savings plan
2020-21

The Oregon College Savings Plan (OCSP) is a state-sponsored program that helps Oregonians save for higher education and job training expenses. Accounts can be opened by parents, grandparents, family members, or even future students, and funds grow tax-free to be used for qualified expenses such as tuition, books, room and board, and technology.

Our task was to redesign the OCSP website to make it more user-friendly and approachable for parents and grandparents planning for their children’s futures. In addition to the website, the client asked us to develop a suite of ads for audio platforms, streaming services, and web banners to support broader outreach.

The existing site was text-heavy and overwhelming, which made it difficult for users to navigate or quickly understand key information.

We set out to transform the experience into something friendlier, clearer, and more approachable. The redesign introduced a brighter color palette, custom illustrations, and a more welcoming visual tone that better aligned with the audience. Content was restructured and simplified, making important information easy to find and digest.

For the animated and illustrated ads, we carried this same approach into motion and voice. We developed a style that felt trustworthy and knowledgeable—balancing clarity with warmth—so that financial details were engaging, approachable, and easy to understand.

• Shaped illustrative and visual direction during pre-production, including decks and concept presentations

• Wireframed website layouts and user flows to guide UX

• Designed and implemented UX that complemented the brand direction

• Sketched concepts for custom illustrations and set overall color direction and exploration

• Helped select key partners, including illustrator and voice actor, and provided art direction on each custom illustration

• Collaborated closely with writers and web developers to integrate content and visuals into the website

• Partnered with the creative director, motion designer, and writer to storyboard motion ads

• Art-directed motion ads, working hands-on with the illustrator and motion designer to bring them to life

Creative Director - Michael Rosenau
Art Director & Designer - Eli Caudillo
Motion Designer - Marina Valentina
Illustrator - Chandler Subra