Sarah Hromack / Projects / Pratt Institute (2019-2023) I led the collaboration between Pratt Institute and Upstatement, the Boston, Berlin, and NYC-based digital product studio, to comprehensively redesign the Institute's ten-year-old website

This year-plus-long project launched in August 2022 and carried a budget of over $1M. The project necessitated an extensive research or vision phase within which we collaborated with over 130 stakeholders across the Institute, including manifold ethnographic interviews and several cross-campus steering committees, which I ran. This project serves as a means of implementing the Institute's newly-refreshed brand identity guidelines, which were developed by an in-house creative team; it also features entirely new photography and video assets that were produced by Upstatement to visually support the project.

The website serves as a primary vehicle for institutional storytelling while building positive brand engagement and awareness for prospective students, faculty, and staff. It also supports faculty, staff, and students in their everyday interactions with the Institute.


Pratt Shows: I led the team that designed and developed the microsite for Pratt Shows, a website that features public exhibitions and presentations by Pratt Institute’s graduating classes. Representing years of research, exploration, critical thinking, creative inquiry, problem-solving, growth, production, practice, and accomplishment, the Pratt Shows — primarily in-person events — celebrate student work leading up to Commencement in May.

This project implemented the Pratt Shows brand identity designed by the Institute's in-house creative team; it also involved designing and developing a user-facing interface so that graduating students could upload and manage their own portfolios. The Pratt Shows microsite supported students during the Covid-19 Pandemic, when Pratt Shows events weren't able to be held on campus. The project was a social experiment of sorts and required cross-institutional collaboration between faculty, staff, and students.


Commencement 2020: In response to the Covid-19 pandemic, we also built a 2020 digital commencement in collaboration with internal graphic design colleagues and Micah Walter Studio. This project involved the design and development of a module that allowed students to locate their own names on the website in a unique scrolling fashion.


Updated on April 24, 2023