Content for the Birthplace of Unstoppable

The brief

Digital Pulp worked with the University of Oregon on its flagship website as the university approached its 150th anniversary. UO's Unstoppable brand gave the work a strong point of view. The job was to make that idea concrete for a 17-year-old deciding where to apply, a transfer student weighing costs, and a donor deciding where to give.

What I did

• Led content strategy and messaging for the redesign, keeping the voice consistent from the homepage down to the admissions pages.
• Directed content strategy and wrote the content for Where Ideas Take Flight, and helped develop its overall concept.
• Wrote and refined key pages, including the homepage hero, the This is Oregon identity page, research, academics, honors, transfer students, and undergraduate cost and financial aid.
• Developed interview guides for faculty stories, sourced undergraduate research profiles, and fact-checked institutional claims across the site.
• Contributed to UO's brand refresh, developed the case statement for the Oregon Rising comprehensive campaign, and led content for the campaign website, including donor-facing profile stories.

On the This is Oregon page, the university describes itself in three short lines:

A tradition of non-tradition. Oregon roots with a global reach. A major research school with a hometown feel.

Results

• The new site is live.
• The University of Oregon's marketing team won the 2026 AMA Higher Education Marketing Team of the Year at the AMA Symposium for the Marketing of Higher Education.

See it live

• Homepage
• This is Oregon
• Where Ideas Take Flight
• Undergraduate cost and financial aid
• Transfer students
• Honors

Created at Digital Pulp for the University of Oregon. Libe Goad Ackerman, content strategy and copy, working with Digital Pulp's strategy, design, UX, and development teams and the University of Oregon's marketing and communications team. Screenshots are from the live site; site design and images © University of Oregon.